THE ANTI-ABUSE SOUNDCHECK

Violence against women and children has been increasing steadily in Thailand. The statistics show that every hour, at least 3 women and children become victims of domestic violence. And due to the nature of the crime, it is often hard to track. Foundation for women, Thailand came up with an effective way to tackle the problem – by getting people to monitor it in their own communities.

A soundcheck is normally carried out in cinemas before movies are screened. We asked Major eplex - the most popular cinema chain in Thailand - for their cooperation as we transformed the routine soundcheck in their cinemas halls into “the voices from victims of violence” - projecting their anguish from all directions in 360 degree stereoscopic sound. In doing so, we effectively communicated to audiences that violence is all around them in real life, too. And that if they were to hear the sounds of violence, they should call the Foundation for women for counseling or call Hotline Number 1300 to help the victim.

The Anti Abuse Soundcheck’s message was heeded by many. The campaign went viral, generating 3.8 million Baht in PR value and earned media. Within the first month of screening, daily calls to Hotline 1300 increased from an average of 4 calls to 20, and visits to the FFW website increased significantly as a result. And due to the positive response in Bangkok, The campaign is also being expanded to other key provinces.