A real victim of domestic violence came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."

A real victim of domestic violence came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."

On the International Day for the Elimination of Violence Against Women, people around the country showed their solidarity through every online and offline media channel as part of the campaign, generating 19 million THB of free PR value for the nonprofit. Even “Fight Club Thailand”, the organizer of the country's most brutal street fight matches, helped spread our message about the place of violence in society. Since the stunt, 25 more abuse victims who hid in fear and shame finally broke silence to seek justice with the foundation.

Thailand is the world’s #2 in domestic violence against women. Thailand's Men and Women Progressive Movement Foundation wanted to do more to spread awareness of the issue, this time targeting Muay Thai loving men who are well familiar with violence. So we sent a real victim to the country's most celebrated Muay Thai stadium and sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."

Muay Thai is in the hearts of all Thai men. So we went where they were. At the precise moment when they celebrated masculine aggression and domination in a massive display of violence, when adrenaline and testosterone reached fever pitch, we delivered our message in the most surprising way.

A real victim came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."

Thailand is the world’s #2 in domestic violence against women, but communication efforts rarely capture the attention of the perpetrators themselves: their husbands and partners. The objective of this campaign is to remind men around the country that violence does not belong in the home.