Interactive ad: ANTI-WOMEN ABUSE: #WomenAgainstAbuse

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Top 6: February 19th 2014

Thailand ranks second in the world for the occurrence and acceptance of abuse against women, and a majority of instances of abuse go unreported as Thai women/society have been socialised with the belief that it is an individual matter. Both those who see and experience abuse against women tend to literally, turn the other cheek.

BBDO Proximity Thailand were tasked to create a campaign that would help raise awareness of this intolerable social issue and help change the mentality that abuse of women is acceptable social behavior - encouraging all women to stand up and speak out in support for themselves and one another.

With over 18 million Thais using social media, BBDO chose that platform as the medium to leverage the power of the people,

Together with the Women and Men Progressive Movement Foundation and Marie Claire magazine they created the 'women against abuse hashtag' campaign.

They invited Thailand's top female celebrities to join in support of the cause and help launch the campaign. Photos were taken of each celebrity with a symbolic bruise under one eye which created a launch ad that was published in Marie Claire's November issue. The launch carried campaign details and a call to action for readers. They then uploaded each of the celebrity photos to social media sites along with a call to action for the public to do the same with #womenagainstabuse.