Indonesian women, in general, are humble, kind and traditional. They are always hoping for love and they don’t like to hurt people. Unfortunately, some take advantage of their kindness. Due to the traditional and conservative culture, 8 out of 10 cases of domestic violence go unreported. Victims or their family often turn a blind eye to avoid shame.

In Facebook, with more than one photo uploaded, the photos will appear cropped unless clicked upon. With this, Kapal Perempuan partnered with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature. Once revealed, the message reads "The more you hide, the worse it will get. Stop the violence, call 012-7988875.”

In Facebook, with more than one photo uploaded, the photos will appear cropped unless clicked upon. With this, Kapal Perempuan partnered with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature. Once revealed, the message reads "The more you hide, the worse it will get. Stop the violence, call 012-7988875.”

The photos went viral instantly, appearing on countless of fan’s timeline. Numerous influential bloggers shared and gave positive reactions to the campaign in the first month. With a small budget and innovative use of Facebook, we managed to create a big impact in domestic violence awareness. Kapal Perempuan received more phone calls from victims and family asking for help and advices than ever.

Indonesia has the world's second highest number of Facebook users. Hence, the best and most effective way to get the message out and get people talking is through this social media, especially through social media personalities with a huge following. Moreover, Indonesians tend to open up and talk more on social media. They prefer to ‘share’ their thoughts online.

With this, we collaborated with popular local bloggers to create a series of photos that depict heinous acts of violence against women, but hidden unless 'revealed' by a smart use of Facebook photo uploading feature.

In the conservative society of Indonesia, 8 out of 10 cases of domestic violence went unreported. Victims or their family often turn a blind eye to avoid shame. Kapal Perempuan, an NGO for the Advancement of Women's Rights, wants to put an end to this.