Three posters against a sentence every kid hears.

The brief

The problem: tum se nahi hoga, Urdu for “you can’t do it”, is one of the most common sentences a Pakistani kid grows up hearing. It sounds harmless. Repeated enough, it becomes the ceiling.

This series treats the phrase as a sign to be interrupted. Three posters follow it in sequence: the moment it is said, the doubt it plants, and the answer: prove them wrong.

The posters are designed for the places the phrase is heard most, school corridors, classrooms and common areas, where the kids it targets can read the whole story on one wall.