BRIEF
To reduce domestic violence against women in Malaysia by addressing the root of the problem – inequality towards women.
STRATEGY
Raise awareness of the problem before it snowballs. Because the more people talk about domestic violence, the less private it becomes.
Raise awareness of the problem before it snowballs. Because the more people talk about domestic violence, the less private it becomes.
INSIGHT
Victims are often in denial at the early stages of abuse. This often leads to them giving excuses as a coping mechanism.
CREATIVE IDEA
Expressive realisation through art installation by showing victims thoughts/excuses, so the women can identify themselves and make the move.
CRAFTING
The message itself is sewn on the white clothes. The sewing is purposely messed up so you can feel the emotions and pain behind it.
INSTALLATION
Shopping Malls, Public transport (LRT, bus, train stations), Ladies toilets, Ladies Parking, ...
2014 Campaign
Art Direction, Idea making, Graphic Design
