Unfunny Jokes - Awareness Campaign

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2021

Unfunny Jokes I Advertising Campaign

Type - Advertising Campaign

Cilent - AWAM (All Women's Action Society)

AWAM envisions a just, democratic and equitable society where all persons, women especially, are treated with respect, and are free from all forms of violence and discrimination. Building a movement that informs, connects and mobilises towards:

- Securing women’s rights and bringing about gender equality

- Building capacities for women’s empowerment and social transformation

- Supporting women in crisis

Brief

Rape Jokes had been normalized in Malaysian society, and this has been particularly making schools unsafe. Think of a solution that would spread the message to campaign against this, and a corporate sponsor that would back this solution.

Rape jokes has spread from day-to-day conversations taken online through social media, to even conversations in schools and the workplace. The situation of sexual harassment and violence against women has only worsened during the coronavirus pandemic in 2020.

The ignorance and acceptance of rape jokes and the lack of action from passersby to stop it have only given the harassers a chance to use the excuse of "as long as I'm not committing the act, I'm not doing anything wrong so why should you be so sensitive" against the victim, avoiding their responsibility for their own action.

presenting to you

Our awareness campaign to stop sexual harassment

Our research found that humor can be a powerful tool. It can help attract a lot of attention and reach for important topics in our society, especially for audiences who are so humor-driven.

Using different comedians to target different language groups of audiences in Malaysia.

Seeing comedians being completely opposite of what a comedian would do, catches the audience off guard as they tune in to the comedy skit expecting to be entertained. Making the audience feel awkward and uneasy. The comedians would try their best and struggle to make fun of the rape jokes and end it with “Even if I’m a comedian, I can’t make it funny.”

Sample Comedy Skit

After launching the comedy skit, links to the campaign website will be provided below. The audience can visit the website to get more information regarding the campaign itself and the "Sexual Harassment Bill" petition.

Follow-Up: Campaign Website