Results and Effectiveness

After the door was put up, we attracted the attention of the majority of those people who passed by. As a result of this, 35% of people picked up the card and we also got phone calls and asked for more details everyday. The campaign was covered by TV News, Press and the Internet. More doors are now being put up in other streets. A small step to stop violence behind closed doors.

Creative Execution

The best way to help is not to get involved but to call the foundation. However, how do we get people to call when they see an incident? We created a specially built door, placed on suburban streets. When pedestrians walked past the door, they activated a light sensor that played a tape of a woman being abused both physically and verbally by a man. As they stop and approach the door, they see a small sign next to the bell. It says, “Stop this sound with your hand.” When they pick up the card the sound will stop.

Insights, Strategy and the Idea

In Thailand, the abuse of women and children is increasing every year. In 2009, 26,565 women reported being abused. That is 73 women each day. Many more cases go unreported or ignored. Most neighbors or eyewitnesses will hesitate to help when they see or hear an incident. They don’t know what to do and the main reaction is to ignore the abuse. The Friends of Women Foundation is the main organization in Thailand to prevent violence against women and children. Their role is to help the victims and prevent such abuse from happening.