Thailand is #2 in the world in cases of domestic violence against women, but communication efforts rarely capture the attention of the perpetrators themselves – husbands and partners.
Home is not a boxing ring
Fighting domestic violence the only place violence belongs: the ring
Client
- WMPMF
Office
- Bangkok
Challenge
Inspiration
Thailand's iconic martial art Muay Thai is the vehicle of our message. Thousands of Thai men flock to the boxing rings every weekend and millions more watch it live on TV, a massive celebration of masculinity.
Idea
A real victim of domestic violence came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her actual injuries as documented by the police, and the sign she held up sent a clear message to thousands of men present at the stadium and millions more watching live on TV.
Growth
On International Day for the Elimination of Violence Against Women, people around the country showed their solidarity on social media, generating 19 million THB in free public relations value. Since the stunt, 25 more abuse victims who hid in fear and shame finally broke their silence to seek justice with the foundation.
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Awards
2019 adman
AD THAT WORKS – Effectiveness
Bronze
2018 Cannes Lions
Media
Bronze
2018 adfest
Media
Bronze
2018 adfest
Outdoor
Bronze
2018 adstars
Outdoor / Live Advertising & Events
Silver
2018 adstars
Human Rights
Bronze
2018 spikes asia
media
Silver
2018 spikes asia
Brand Experience and Activation
Bronze
2018 adman
Media
Silver
2018 adman
PR
Silver
2018 adman
Brand Experience & Activation
Bronze
2018 b.a.d. award
B.A.D for Good
Bronze
2018 b.a.d. award
Promo & Activation
Bronze
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