Many people consider tattoos a low art form, a kind of graffiti or visual pollution. BEAUTY is an awareness campaign that offers a different perspective on this issue. My concept is to combine high forms of art, such as classic paintings that we all recognise, with tattoo designs to deliver a message that both are forms of art with artistic value and that every tattoo has a story behind it. The campaign has been executed as series posters that when viewed together spell out the word BEAUTY. Each poster has a distinctively different design and uses relevant quotes to embed the message that art comes in many forms.