Situation:​

The rates of abuse in Thailand have risen dramatically every year, especially in 2022, with the percentage skyrocketing by up to 200% from 2021. Many organizations try to help victims, but the best solution is to end the relationship before the abuse takes place. ​

Brief:​

The Women and Men Progressive Movement Foundation wanted to raise awareness among women about the signs of domestic violence.​

​Objectives:​

To make women across Thailand aware of the signs of domestic violence. Women who can detect the signs of domestic violence can end the relationship before ​the abuse begins.

In Thailand, news about domestic violence is one of the most frequently featured topics on newspapers' front pages, aimed at alerting readers ​to the issue of domestic violence. The Women and Men Progressive Movement Foundation created a special newspaper titled 'The Small Issue Front-page’ ​to educate women about the signs of domestic violence. The front-page features headlines that are entirely harmless but indicate signs ​of potential domestic violence. Upon turning to the second front-page, violent headlines reveal the consequences of the 'harmless' headlines on the previous page. ​The entire issue includes informative content (including interviews with victims) aimed at educating women about domestic violence and provides helpful contacts for victims.

Impact:

Thousand of women, influencer and government debated about the issue.


Engagement:

35 Million impressions.


Change in Behaviour:

Victims calling for consultation and help rates increased by 165%.