AWARD

THE ANTI-ABUSE SOUNDCHECK
Win Award 2015 - 2016

THE ANTI-ABUSE SOUNDCHECK

Violence against women and children has been increasing steadily in Thailand. The statistics show that every hour, at least 3 women and children become victims of domestic violence. And due to the nature of the crime, it is often hard to track. Foundation for women, Thailand came up with an effective way to tackle the problem – by getting people to monitor it in their own communities.

A soundcheck is normally carried out in cinemas before movies are screened. We asked Major eplex - the most popular cinema chain in Thailand - for their cooperation as we transformed the routine soundcheck in their cinemas halls into “the voices from victims of violence” - projecting their anguish from all directions in 360 degree stereoscopic sound. In doing so, we effectively communicated to audiences that violence is all around them in real life, too. And that if they were to hear the sounds of violence, they should call the Foundation for women for counseling or call Hotline Number 1300 to help the victim.

The Anti Abuse Soundcheck’s message was heeded by many. The campaign went viral, generating 3.8 million Baht in PR value and earned media. Within the first month of screening, daily calls to Hotline 1300 increased from an average of 4 calls to 20, and visits to the FFW website increased significantly as a result. And due to the positive response in Bangkok, The campaign is also being expanded to other key provinces.

CLIENT

Foundation for Women

PRODUCT

Foundation for Women

TYPE OF WORK

Media, Direct Marketing and PR

LAUNCH

2015
  • AMES 2016 2 Silver Awards

    AMES 2016

    2 Silver Awards

    Media strategy

  • TAMBULI AWARDS 2015 Gold Award

    TAMBULI AWARDS 2015

    Gold Award

    Advocacy

  • CANNES LION 2015 Shortlist

    CANNES LION 2015

    Shortlist

    Media

  • KINSALE SHARK 2015 Gold Award

    KINSALE SHARK 2015

    Gold Award

    Media Excellence

  • SPIKES ASIA 2015 2 Bronze Awards

    SPIKES ASIA 2015

    2 Bronze Awards

    PR and Media

  • ADMAN 2015  Gold Award

    ADMAN 2015

    Gold Award

    Activation & Event Marketing

  • SPIKES ASIA 2015 Silver Award

    SPIKES ASIA 2015

    Silver Award

    Media

  • SPIKES ASIA 2015 2 Finalists

    SPIKES ASIA 2015

    2 Finalists

    PR and Media

  • ADMAN 2015 2 Silver Awards

    ADMAN 2015

    2 Silver Awards

    Media and Direct Marketing

  • ADMAN 2015 2 Bronze Awards

    ADMAN 2015

    2 Bronze Awards

    Film and Direct Marketing

  • ADMAN 2015 2 Finalists

    ADMAN 2015

    2 Finalists

    Activation & Event Marketing and Ad That Works

  • ADFEST 2015  2 Finalists

    ADFEST 2015

    2 Finalists

    Direct

  • B.A.D AWARD 2014-2016 Top 10: Best of 2015

    B.A.D AWARD 2014-2016

    Top 10: Best of 2015

    Direct