Cannes Lions
ARC WORLDWIDE, Kuala Lumpur / WAO / 2009
Overview
Entries
Credits
Execution
We created a campaign comprising a series of postcards portraying schoolgirls in their uniforms. On each image, the areas covering their bosom and posterior were censored with a black marker, just like how overly exposed body parts are censored with a black marker in reading material in Malaysia. A plain but wry headline was posed on each postcard: “Is this how we keep them safe from rape and abuse?” Posters were put up and the postcards were distributed at schools, colleges and bookstores to drive the public online to learn and spread the truth.