| Title | NO EXCUSE FOR ABUSE |
| Brand | SALLY WANGSAWIJAYA |
| Product / Service | ANTI-ABUSE AWARENESS |
| Category | A05. Use of Other Digital Solutions in a Direct Campaign |
| Entrant | TBWA\KUALA LUMPUR, MALAYSIA |
| Entrant Company | TBWA\KUALA LUMPUR, MALAYSIA |
| Advertising Agency | TBWA\KUALA LUMPUR, MALAYSIA |
| Media Agency | OMD MALAYSIA Petaling Jaya, MALAYSIA |
| Production Company | PRS PRODUCTIONS Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Sa'ad Hussein | TBWA Kuala Lumpur | Chief Creative Officer |
| Alvin Ng | TBWA Kuala Lumpur | Creative Director |
| Justin Phang | TBWA Kuala Lumpur | Art Director |
| Cheah Yi Pin | TBWA Kuala Lumpur | Copywriter |
| Juliet Tan | TBWA Kuala Lumpur | Copywriter |
| Andrew Perera | TBWA Kuala Lumpur | Copywriter |
| Indra Irwan | TBWA Kuala Lumpur | Copywriter |
| Sarka Fleglova | TBWA Kuala Lumpur | Art Director |
| Davina Tan | TBWA Kuala Lumpur | Art Director |
| Chan Ka Chew | TBWA Kuala Lumpur | Copywriter |
| Shaun Tay | TBWA Kuala Lumpur | General Manager |
| Carl D'souza | TBWA Kuala Lumpur | Planning Director |
| Janine Wai | TBWA Kuala Lumpur | Account Director |
| Joanne Lie | TBWA Kuala Lumpur | Senior Account Executive |
| Chey Feng Mey | TBWA Kuala Lumpur | Junior Av Producer |
| Jeffrey Hong | TBWA Kuala Lumpur | Head Of Creative Services |
| Shelly Ahmad | TBWA Kuala Lumpur | Print Producer |
| Iskandar Siva | PRS Production Sdn Bhd | Film Director |
| Lim Sok Lin | Studio DL Sdn Bhd | Photographer |
| Brandon Lim | Studio DL Sdn Bhd | Assistant Photographer |
Most cases of domestic abuse in Malaysia surface only after victims have already been severely abused. This is due to our society’s conservative views of domestic abuse as a private household matter, and that victims find it hard to accept that their loved one is abusing them. This causes most victims in the early stages of abuse to be in a state of uncertainty, or even denial. WAO’s objectives were to raise awareness regarding the early stages of abuse (especially among victims themselves), and increase the number of conversations between victims and WAO’s counselors by at least 50% within 3 months.
The clothing that externalized victims’ thoughts and justifications offered them a window to view their situation objectively, and to see the abuse for themselves. In a subtle manner, the different types of clothing also meant that abuse could happen to anybody. Following that window of awareness, we introduced them to TINA – a friend whom they could talk to in discretion and anonymity, unknown to their partners. And with texting being a relatively flexible method of communication, it made TINA easily accessible to victims as they went about their daily routines.
We launched a series of exhibitions featuring clothing hand-stitched with victim’s excuses, to increase awareness regarding the early stages of abuse. The campaign also introduced victims to a live text helpline called TINA (Think I Need Aid), specially designed for use of victims in the early stages of abuse, in order to increase the number of victims seeking help from WAO.
The campaign resulted in over 1,700 texts in a month with over 100 women who otherwise might never have sought help – an increase of 139% from the average number of women calling the existing helpline. In terms of overall awareness, our campaign gained over 3 million social media impressions and an estimated total of RM1.2 million in earned media value, on a budget of RM10,000 – resulting in 120 times return on investment.