Results and Effectiveness


In three days, more than 10,000 photos were uploaded to social media. Nationwide news channels, newspapers and online media featured and helped promote the message – achieving more than 7.6 million baht in free and earned media, while working in parallel with social media to create a nationwide network of support and encourage victims of women abuse to stand up and speak out. Within the first month of the campaign, daily calls to the Women and Men Progressive Movement Foundation increased by up to 500%, going from an average of 5-10 calls a day to 30!

Creative Execution

Together with the Women and Men Progressive Movement Foundation and Marie Claire magazine we created the women against abuse hashtag campaign. We invited Thailand’s top female celebrities to join in support of our cause and help launch the campaign. We took a photo of each of the celebrities with a symbolic bruise under one eye and created a launch ad that was published in Marie Claire’s November issue. The launch ad carried campaign details and a call to action for readers. We then uploaded each of the celebrity photos to social media sites along with a call to action for the public to do the same with the hashtag #womenagainstabuse. While the launch print ad helped initiate the campaign, social media integration gave it legs and by leveraging the social networks of our celebrities and participants, campaign participation and reach was maximized.

Insights, Strategy and the Idea

We were tasked to create a campaign that would help raise awareness of abuse against women and help change the mentality that women abuse is an acceptable social behavior – encouraging all women to stand up and speak out in support for themselves and one another. We wanted to create a campaign that would unite and empower every woman – removing the taboo or embarrassment of speaking out against abuse. And with over 18 million Thais using social media, we chose that as our medium to leverage the power of the people. We chose the #womenagainstabuse hashtag and symbolic bruise mechanic give participants ownership of the campaign message, making it both personal and relevant at the same time.