The Brief

Introduce the CEASE crisis centre hotline to the general public, victims of sexual violence in particular, and encourage them to seek help if they encounter sex violence.

Creative Execution

Some women in Hong Kong are reluctant to talk about sexual violence even if they have been a victim of it. When it comes to seeking help, some do not know where to turn. By using a direct-mail, we communicated this sensitive topic with our audience in a personal and discrete way. The direct-mail provided an immersive experience to the receiver because ripping the blouse on the plastic wrapper apart resembled an act of sexual violence, which effectively created a sense of need and urgency to call the hotline if the receiver had been a victim.

Describe the creative solution to the brief/objective.

A card was sent out in a sealed plastic wrapper, on which a woman’s blouse was printed on the front and the back, concealing the content inside. The receiver would have no other way to open the plastic wrapper but to rip it open, revealing the card inside. The card showed the bare chest of a woman and a call-to-action “If you experience sexual violence call CEASE Crisis Center for help at 18281.”

Results

A remarkable recall of CEASE crisis centre hotline was built after the DM delivery. Most callers expressed that they learned about CEASE from the DM and were encouraged to seek help because of it.