By CJ Mohammed Bashar Al Fateh in Riyadh
In first of its kind in the Islamic kingdom, a first ever anti-domestic violence campaign in Saudi Arabia features a picture of a Saudi woman with her bruised eye clearly visible through her veil.
According to sources, the advert shows the veil-clad female victim, whose eyes are open only, gazing into the camera above a message which says, "Some things can't be covered".
Women in the Islamic kingdom are prohibited from voting and driving and are kept largely segregated from men in public places.
The advert is the work of the King Khalid Foundation, a charity established by the family of the late monarch, who ruled from 1975 until his death in 1982.
A translation of a statement on the foundation's website reads, "The phenomenon of battered women in Saudi Arabia is much greater than is apparent on the surface... is a phenomenon found in the dark."
It described a "comprehensive system to deal with violence and abuse of family in order to provide legal protection for women and children from abuse in Saudi Arabia".
Domestic violence is believed to be endemic in parts of Saudi Arabia, where women - regardless of age - live under the control of a male relative who acts as their guardian.
They require the permission of their guardian for everything from opening a bank account to accepting a marriage proposal.
The patriarchal system means many instances of abuse go unreported.
Saudi Arabia’s strict interpretation of Islam means women must cover their entire body with a black cloak known as an abaya and headcovering, or hijab, leaving just the eyes and the hands exposed.
In 2009, the World Economic Forum's Global Gender Gap report ranked Saudi Arabia 130th out of 134 countries for gender parity.
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