| Title | NO EXCUSE FOR ABUSE |
| Brand | SALLY WANGSAWIJAYA |
| Product / Service | ANTI-ABUSE AWARENESS |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| 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 |
| Lai Pui Yeng | TBWA Kuala Lumpur | Junior Copywriter |
| Iskandar Siva | Studio DL Sdn Bhd | Film Director |
| Lim Sok Lin | Studio DL Sdn Bhd | Photographer |
The result was over 1,700 texts in a month with over 100 women who might never have sought help – an increase of 139% from the average number of women calling the existing helpline. Women now had an avenue that allowed them to talk more confidently about what they were facing, helping them to start walking away from abuse before it’s too late. In terms of 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 of investment.
Through a unique exhibition featuring dresses, shirts and blouses hand-stitched with victim’s excuses, we externalized their thoughts and justifications, creating a window for victims to view their situation objectively and to see the abuse for themselves. Following that window of awareness, we introduced them to a live text (SMS and WhatsApp) domestic abuse helpline called TINA. Beyond being just a helpline, TINA was manned by WAO counselors round the clock, effectively making them friends whom victims 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.
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, most victims in the early stages of abuse tend to be in a state of uncertainty, or even denial. Calling a helpline would be the last thing on their minds. Following this observation, we realized the insight that victims will give excuses to justify the early onset of abuse. Our strategy was then to externalize and share the very thoughts that kept victims of abuse trapped, to help them see the abuse for themselves. With this, we formed our idea of No Excuse for Abuse, with a campaign that aimed to increase awareness regarding the early stages of abuse, and to increase the number of conversations between victims and WAO.