HIDDEN VIOLENCE PHOTO

TitleHIDDEN VIOLENCE PHOTO
BrandKAPAL PEREMPUAN
Product / ServiceDOMESTIC VIOLENCE ONLINE ACTIVATION
CategoryC03. Use of Social Platforms
EntrantHAKUHODO INDONESIA Jakarta, INDONESIA
Idea Creation HAKUHODO INDONESIA Jakarta, INDONESIA
Media Placement HAKUHODO INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Woon Hoh Hakuhodo Asia Pacific Chief Creative Officer
Chow Kok Keong Hakuhodo Indonesia Executive Creative Director
Nikholas Alviyanto Hakuhodo Indonesia Art Director
Wahyu Hakuhodo Indonesia Art Director
Vince Lee Hakuhodo Asia Pacific Art Director
Budi Astuti Hakuhodo Indonesia Managing Director
Achmad Roni hakuhodo Indonesia Producer
Lian Bigshot Photography Photographer
Rei Supriyadi Masterpiece Videographer

The Campaign

In Facebook, with more than one photo uploaded, the photos will appear cropped unless clicked upon. With this, Kapal Perempuan partnered with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature. Once revealed, the message reads "The more you hide, the worse it will get. Stop the violence, call 012-7988875.”

Creative Execution

In Facebook, with more than one photo uploaded, the photos will appear cropped unless clicked upon. With this, Kapal Perempuan partnered with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature. Once revealed, the message reads "The more you hide, the worse it will get. Stop the violence, call 012-7988875.”

Results

The photos went viral instantly, appearing on countless of fan’s timeline. The campaign, with a simple use of Facebook photos ignites a nationwide awareness of violence against women. Kapal Perempuan received more phone calls from victims and family asking for help and advices than ever.

Indonesia has the world's second highest number of Facebook users. Hence, the best and most effective way to get the message out and get people talking is through this social media, especially through social media personalities with a huge following. Moreover, Indonesians tend to open up and talk more on social media. They prefer to ‘share’ their thoughts online. We collaborated with popular local bloggers to create a series of photos that depict heinous acts of violence against women, communicate and engage with the target audience on Facebook.

Indonesia has the world's second highest number of Facebook users. Hence, the best and most effective way to get the message out and get people talking is through this social media, especially through social media personalities with a huge following. Moreover, Indonesians tend to open up and talk more on social media. They prefer to ‘share’ their thoughts online. With this, we collaborated with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature.

Links

Social Media URL