Muay Thai fans reminded that 'home is not a boxing ring' in domestic violence awareness campaign via J. Walter Thompson Bangkok

The RIng Girl.jpgJ. Walter Thompson Bangkok teamed with Thailand's Men and Women Progressive Movement Foundation and X Siam Boxing Stadium to raise awareness that the country, sadly, ranks #2 in the world when it comes to domestic violence.

During a live televised Muay Thai fight, fans were given a sobering reminder of the reality of violence against women when the glamorous Ring Girl was replaced by a real domestic abuse victim - made up to resemble her horrific actual injuries. Instead of displaying the round number, her sign simply said, 'Home is not a Boxing Ring' #PickYourFight.
Thousands of kickboxing fans at X Siam Boxing Stadium, one of Thailand's most traditional rings, were stunned into silence before applauding the victim for her bravery. The stunt, and an emotional interview with the victim, were broadcast to millions at home via live TV. Her image went viral on social media, and people were encouraged to post selfies of themselves holding the same 'Home is not a boxing ring' sign, using the hashtag #PickYourFight.

VIEW THE CONCEPT

The campaign coincided with the International Day for Elimination of Violence Against Women, on November 25th.

Agency: J. Walter Thompson Bangkok
Chief Creative Officer João Braga
Creative Director Thasorn Boonyanate
Associate Creative Director Arayanan Markchoo
Art director Wachira Kanjanawadeekul
Copywriter Pimchanok Chuenkamolpun
Brand Team Leader Supannapa traitonwon
Client services Director Nutthapong Wannakovit
Group Account Director Nuttawut Boonpan
Account Manager Manita Kaewsomnuk
Production Director Jiroj Mechoojit
Producer Jiraporn Channawach

Verve Bangkok (PR)
Managing Director Chanapatt Chindasanguan
Business Group Director Saruttaya Mahanavarani
PR Supervisor Lersant Wisedsinthop
Business Director Pornchanan Yamarat
Media Relations Director Wongchan Tangsongsak
Media Relations Manager Arunrat Permwanichakul
Influencer Relations Pattira Uttaranakorn
PR Photo Shoot: BOBEYEVIEW

Klack Films (Production House)
Director Kittanai Tang
Director of photography Kittipat Tachatararak
Editor Ittiwat poobandit
Art director Supparerk chattanachotikul
Makeup artist Naruedom Putipan
Assistant director Peerapat kumsarirak
Production manager Soraya Chiewchanchai
Costume stylist Piyamon Khasom

1 Comments

Eeeeek said:

Great ambient idea!

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