We were tasked with creating a campaign that would help raise awareness of women abuse and help change the mentality that women abuse is an acceptable social behaviour. We wanted to create a campaign that would unite and empower every woman – removing the taboo or embarrassment of speaking out against abuse.

Together with the Women and Men Progressive Movement Foundation and Marie Claire magazine we created the Women Against Abuse hashtag campaign. We invited Thailand’s top female celebrities to join in support of our cause and help launch the campaign. We took a photo of each of the celebrities with a symbolic bruise under one eye and created a launch ad that was published in Marie Claire’s November issue. The launch ad carried campaign details and a call to action for readers. We 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 the hashtag #WomenAgainstAbuse.

In three days, more than 10,000 individual photos were uploaded to social media sites.Nationwide news channels, newspapers and online media featured our campaign and helped promote the message – achieving more than 7.6 million baht in free and earned media, while working in parallel with social media to create a nationwide network of support. Within the first month of the campaign, daily calls to the Women and Men Progressive Movement Foundation increased by up to 500%, going from an average of 5-10 calls a day to 30!

Launch Phase:

We used the ad in Marie Claire to launch the campaign and to help start building awareness. The message informed readers of the cause and included a call to action that would drive public participation in an online social media “movement” that would culminate on November 25th, International Stop Violence Against Women Day.

Build-up Phase:

In this phase, we further leveraged the star power of the 7 female celebrities in our campaign to reach out to their social network followers. The content focused on building awareness, featuring facts and statistics about women abuse and encouraged readers to join in the online movement.

Action Phase:

In the days leading up to November 25th, we shifted from informative messages to more direct, invitational messages – featuring a call to action and how-to mechanics to participation. We continued to leverage the power of celebrity and PR coverage to drive participation.

In three days, more than 10,000 individual photos were uploaded to social media sites, including those of many other celebrities, personalities and government officials. Nationwide news channels, newspapers and online media featured our campaign and helped promote the message – achieving more than 7.6 million baht in free and earned media, while working in parallel with social media to create a nationwide network of support. Within the first month of the campaign, daily calls to the Women and Men Progressive Movement Foundation increased by up to 500%, going from an average of 5-10 calls a day to 30!