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 in their communities.

A soundcheck is normally carried out in cinemas before movies are screened. We asked Major Cineplex - the most popular cinema chain in Thailand – for their cooperation as we transformed the routine soundcheck in their cinemas into “the voices from victims of violence” - projecting their anguish from all directions in 360 degree stereoscopic sound. Thus, we effectively communicated to audiences that violence is all around them. 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.

Afterwards we have to implement this campaign to another medium, which is online by transform the on ground experience to VDO clip to gain more awareness to others who don’t get the experiences from the cinemas. The Anti-Abuse Soundcheck’s message was heeded by many. The campaign went viral, generating a large amount of PR value and earned. The daily calls and website visits went up.

We asked Major Cineplex - the most popular cinema chain in Thailand – for their cooperation as we transformed the routine soundcheck in their cinema halls into “the voices from victims of violence” - projecting their anguish in 360 degree stereoscopic sound. The campaign first launched at the most popular branch - “Rachayothin”. At the same time the campaign is expanding to other branches’ cinemas in Bangkok. Afterwards, we have to implement this campaign to online medium for those who don’t get the experiences from the cinemas.

During the launch, "The Anti-Abuse Soundcheck" made the audience realize that all they had to do to tackle domestic violence is simply making a call to report. The campaign generated audience engagement and many were willing to take the necessary action and spread the message to the public. Moreover, this simple and impactful live event got the message across instantly and memorably. The campaign’s message was heeded by many. It 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 being expanded and promoted to other key provinces.