Challenge
The domestic violence rate in Thailand has been rising dramatically every year, especially in 2022, when the number of reported cases skyrocketed by 200% from 2021. Many organizations try to help victims, but the best solution is to end a relationship before the abuse takes place.

The Women and Men Progressive Movement Foundation wanted to raise awareness among women about the warning signs of domestic violence.​ Women who can detect the signs can end their relationship before ​the abuse begins.

Idea
Stories about domestic violence are some of the most frequently featured news on newspaper front pages in Thailand, with the aim of alerting people to the issue. The Women and Men Progressive Movement Foundation created a special newspaper titled “The Small Issue Front-Page,” featuring headlines that seemed entirely harmless at first. However, all of the headlines were actually warning signs of domestic violence. Upon turning to the second front page, ​violent headlines revealed the consequences of the harmless headlines in the same position on the previous page. The entire issue included informative content, including victim interviews, aimed at educating women about domestic violence and provided helpful contacts for victims.

Result

・The campaign garnered 35 million organic impressions and earned 11.4 million THB in media coverage

・The newspaper sold out in five​ Thousands of women debated the issue, including famous influencers, and calls for consultation and help increased by 165%

・Thai women became aware of the warning signs of domestic violence and learned that the best solution is to leave the relationship before the abuse begins