Title | FACEBOOK FRIENDS |
Brand | WOMEN'S AID ORGANISATION (WAO) |
Product / Service | NON-GOVERNMENT ORGANISATION |
Category | C02. Best Use of Viral |
Entrant | ARC WORLDWIDE Kuala Lumpur, MALAYSIA |
Entrant Company: | ARC WORLDWIDE Kuala Lumpur, MALAYSIA |
Advertising/Web Design Agency: | LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA |
2nd Advertising/Web Design Agency: | ARC WORLDWIDE Kuala Lumpur, MALAYSIA |
Credits |
Name | Company | Position |
---|---|---|
Tan Kien Eng | Leo Burnett/Arc Worldwide | Managing Director/Executive Creative Director |
Theresa Tsang | Leo Burnett/Arc Worldwide | Creative Director |
Valerie Chen | Leo Burnett/Arc Worldwide | Creative Director |
Phianphon Sitichaidecha | Leo Burnett/Arc Worldwide | Art Director |
Theresa Tsang | Leo Burnett/Arc Worldwide | Art Director |
Nik Faraliza | Leo Burnett/Arc Worldwide | Copywriter |
Valerie Chen | Leo Burnett/Arc Worldwide | Copywriter |
Lo Yew Joe | Leo Burnett/Arc Worldwide | Designer |
Chia Kah Yau/Mizhael Kong | Leo Burnett/Arc Worldwide | Production Manager |
Eric Liaw | Leo Burnett/Arc Worldwide | 3d Fx Designer |
Mohd Fathil | Leo Burnett/Arc Worldwide | Producer |
The client wanted a movement that would reach wider groups of people to raise awareness that domestic violence can happen to anyone. We used Facebook to show that a victim or abuser could be someone you know. Two fictional profiles were created (one female = victim, and the other male = aggressor) to appeal to male and female Facebook users. They were then sent out to users as a Friend Suggestion. At first, these “friends” seemed normal. Upon a closer look, hints of personal issues became apparent. Their true identities were revealed at the end, with an invitation to join the WAO Facebook Group.