Cannes Lions
ARC WORLDWIDE, Kuala Lumpur / WOMEN'S AID ORGANISATION / 2009
Overview
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Credits
Execution
We came up with an online idea using Facebook, to demonstrate that a victim or abuser could be someone you know. Two fictional profiles were created (one for Lynna, a “victim”, and the other for Benny, an “aggressor”) to appeal to both male and female Facebook users. They were then sent out to users as a Friend Suggestion invitation. At first, these “friends” seemed very normal, attractive individuals. Upon closer inspection, users began to notice hints of their personal issues. Their true identities were finally revealed at the end, with the invitation to join the WAO Facebook Group.
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