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Many people don’t realise the impact that words can have. They can make you feel unsafe and afraid on the street, and can make you adjust you behaviour accordingly. If you have ever been threatened, abused or called at, you know: words are not always just words, they get under your skin. The City of Amsterdam is fed up with improper street behaviour, and asked us to develop an impactful campaign that really addresses the issue. In the images, we 'tattooed' hurtful phrases on the skin of the victims, showing the lasting effect these words have. The campaign is deployed both print and digital.