The Foundation For Women: The Anti-Abuse Soundcheck

Credits & Description:

Client: FOUNDATION FOR WOMEN
Product: FOUNDATION FOR WOMEN
Product/Service: FOUNDATION FOR WOMEN
Advertising Agency: DENTSU PLUS Bangkok, THAILAND
Production Company: SONGMUE PRODUCTION Bangkok, THAILAND
Production Company 2 :: CINE DIGITAL SOUND Bangkok, THAILAND
Chief Creative Officer: Ted Lim (Dentsu Asia-Pacific)
Chief Creative Officer: Subun Khow (Dentsu Plus)
Creative Director: Supparat Thepparat (Dentsu Plus)
Art Director: Nattagorn Thairattanasuwan (Dentsu Plus)
Art Director: Supparat Thepparat (Dentsu Plus)
Copywriter: Pattarapong Lapjarupong (Dentsu Plus)
Copywriter: Steve de Lange
Copywriter: Subun Khow (Dentsu Plus)
Account Manager: Prinkpraewa Aswapanyawongse (Dentsu Plus)
Agency Producer: Vorawit Prakornkaew (Dentsu Plus)
Digital Business Director: Norasit Sitivechvichit (Dentsu360)
Director: Kittithat Tangsirikit (Songmue Production)
Assistant Director: Supawat Matlueng (Songmue Production)
Cinematographer: Sutthichai Luangamornlert (Songmue Production)
Cinematographer: Phichitromrun Akkhatham (Songmue Production)
Editor: Dear Charungkhon (Songmue Production)
Executive production producer: Nutrupong Rungniwest (Songmue Production)
Production manager: Pattarawee Mongkonrattanachai (Songmue Production)
Music score: Jakkrit Songjaroen (Songmue Production)
Brief Explanation
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 the crime is often hard to track. We came up with an effective solution – by getting people to monitor it in their own communities.
Our idea was designed to ask for their cooperation with dramatic impact, utilizing the cinema medium to deliver our target audience an unexpected experience. Afterwards we implemented this campaign to online medium to gain more awareness for those who don’t get the experience from the cinemas.
Results and Effectiveness:
During the launch, the campaign made the audience realize that the simple solution is making a report call. The campaign engages audience and many were willing to take necessary actions. Moreover, this simple idea got the message across public with impact. It 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. The campaign is being expanded to other key provinces due to Bangkok positive response.
Creative Execution:
We asked Major Cineplex - the most popular cinema chain in Thailand – for their cooperation as we transformed the routine soundcheck in their cinema halls into “the voices from victims of violence” - projecting their anguish in 360 degree stereoscopic sound. The campaign first launched at the most popular branch - “Rachayothin”. At the same time the campaign is expanding to other branches’ cinemas in Bangkok. Afterwards we have to implement this campaign to online medium for those who don’t get the experience from the cinemas.
Insights, Strategy and the Idea:
An act of domestic violence is often accompanied by yelling and screaming. These loud noises are usually heard by neighbors. So an effective solution is to have people to monitor the problem within their own communities.
To make idea works, we pick the appropriate medium that maximizes unexpected experiences to target audience. The selected medium has to make our target immerse in the experiences and understand real life situations. In other hand, they will become our medium as well by generating word of mouth. Our idea was designed to ask for actionable cooperation.