We wanted Malaysians to realise that violence against women can happen to anyone. And that victims will have someone to turn to by saving and remembering the phone number of the Women’s Aid Organisation. Through SAM (Short Audio Message) technology, we sent a pre-recorded S.O.S. call from a woman being abused to the recipient’s mobile phone. Minutes after the call, WAO sent this SMS to the recipients: If ur a victim of violence or worried about someone who is, call the Women’s Aid Organisation at 03-7965 3488. Save this number, and you could save a life. Pls fwd this msg.

The SAM was sent to 1,500 journalists and people on WAO's database. A qualitative survey conducted by WAO indicated that each recipient forwarded the text message to an average of 4 persons each. More importantly, WAO succeeded in getting the message out to the masses through this campaign, which contributed to their concerted efforts to raise awareness.