Situation:​

The rates of abuse in Thailand have risen dramatically every year, especially in 2022, with the percentage skyrocketing by up to 200% from 2021. Many organizations try to help victims, but the best solution is to end the relationship before the abuse takes place. ​

Brief:​

The Women and Men Progressive Movement Foundation wanted to raise awareness among women about the signs of domestic violence.​

​Objectives:​

To make women across Thailand aware of the signs of domestic violence. Women who can detect the signs of domestic violence can end the relationship before ​the abuse begins.

News about domestic violence are some of the most frequently featured stories on newspaper front-pages in Thailand, aimed at alerting people's attention to the issue of domestic violence. The Women and Men Progressive Movement Foundation created a special newspaper titled 'The Small Issue Front-page,' featuring headlines that seem entirely harmless at first. However, all of these headlines were actually signs of domestic violence. Upon turning to the second front-page, ​violent headlines revealed the consequences of the harmless headlines on the previous page and are placed in the same position. The entire issue included informative content (including victim interviews) aimed at educating women about domestic violence and provided helpful contacts for victims.

Data gathering:​

Thailand ranks in the top 10 globally in terms of domestic violence. Source: United Nations​.

Cases of domestic violence in Thailand were up by 200% from 2021. Source: Women and Men Progressive Movement Foundation.​

Target audience:​

Thai women who were in a potentially abusive relationship where they could be victims of domestic violence.​

​Approach:​

'The Small Issue Front-page’ educates women about all the signs of domestic violence through newspaper. The front-page features headlines that seem entirely harmless​ but indicate signs of potential domestic violence. ​

​Call to action:​

Women who can detect signs of domestic violence can leave the relationship before the abuse takes place. The entire issue includes informative content (including victim interviews) aimed at educating women about domestic violence and provides helpful contacts for victims.

Implementation:​

The Women and Men Progressive Movement Foundation want to raise awareness among women about the signs of domestic violence and create a special newspaper titled 'The Small Issue Front-page.' The front-page features headlines that are entirely harmless but indicate signs of potential domestic violence. Upon turning to the second front-page, violent headlines reveal the consequences of the harmless headlines from the previous page. The entire issue includes informative content (including victim interviews) aimed at educating women about domestic violence and provides helpful contacts for victims.​

Media channels and integration:

Newsstand and M2F subscribers of M2F newspapers.

​Timeline:​

Published on November 25, International Day for the Elimination of Violence Against Women.​

​Scale:​

5,000 newspapers.

Proof of engagement:

Victims calling for consultation and help rates increased by 165%.


Owned media results:

35 million impression.


Earned media results:

11.4 million baht in earned media.