The Brief

Domestic violence is an increasing and severe problem in China. Around 30% of households in the country, or 80 million homes, suffer from some level of domestic violence. The situation is too often ignored and people continue to suffer in silence. The China Association against domestic violence is calling on people to pick up the phone and uncover domestic violence.

Creative Execution

The setting of the scene, a household, is familiar to everyone. But the horror of the scene will hopefully prompt people to think about and observe what is happening close to them, causing them to uncover and report domestic violence.

Describe the creative solution to the brief/objective.

We used Direct Marketing as it's the most effective way to reach people in their own homes. Though Direct Marketing is sometimes considered standard, we created an original way to make people pay attention by designing a very different type of envelope. When opening it what looks like a streak of blood is immediately visible, it seems to be leaking out of the envelope. Driven by curiosity, recipients will unfold the envelope, and it unveils a three-dimensional image of a sitting room where domestic violence is taking place.

Results

In three months, over 20 million “Uncover” Direct Marketing envelopes were sent out. The rate of reporting domestic violence through the hotline of China's Association against Domestic Violence increased by 69%. The campaign effectively prevented 2376 possible domestic violence incidents in China.