In the subcontinent, forced dowry is a practice in which the groom's family coerces the bride's family to pay them in material goods. Failure to match this expectation frequently results in thousands of brides being victimized through domestic violence and, in many cases, even leading to death through murder or suicide. In Pakistan, the custom is practiced in all classes, and national laws against it have been unable to stop people from continuing to pressure women to submit. UN Women's goal was to create awareness around the evils of this practice by starting a national movement exposing it for the stigma it is.

We coined a new word for the act of demanding dowry, "Jahezkhori"; which compares in English to an abusive phrase such as "Dowrymongering." We then used one of the most recognized symbols of marriages in the country to disseminate the message: hands decorated with henna held up as if to say "Stop."

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