Byravee Iyer
Mar 12, 2014

New campaign against domestic abuse urges women to talk about relationships

KUALA LUMPUR - The Women’s Aid Organisation and TBWA\Kuala Lumpur have joined forces to launch #NoExecuseforAbuse, a campaign to raise awareness about domestic violence in Malaysia.

New campaign against domestic abuse urges women to talk about relationships

A key component of the campaign is an art installation displayed in Publika Mall, launched on 8 March, International Women’s Day. The exhibition showcased floating white blouses with hand-stitched quotes from survivors. These include "It’s alright; he apologised. He said he’ll never do it again,” or “It’s only a broken arm. At least he’s not having an affair.”

The campaign hopes to target the early phase of abuse and reaches out to those who are questioning their relationships. Visitors were asked to make a pledge and tweet with the campaign hashtag to help spread the message and create awareness around domestic violence.

As part of the initiative, the group distributed online posters featuring 27 women volunteers wearing the t-shirts via social media. The organisation also launched an SMS helpline.

“It is crucial that we learn to identify the signs of abuse early,” said Ivy Josiah, executive director, WAO. “I am confident that the art installation and online engagement will stir the right emotions.”

The installation will continue until 18 March following which it will be exhibited at KampungBaru, Puchong until 31 March.

The embassy of the United States of America in Kuala Lumpur has extended its support to the campaign.


Project Name: #NoExcuseForAbuse
Creative Agency: TBWA\ Kuala Lumpur
Client: WAO (Women's Aid Organisaton)
Chief Creative Director: Sa'ad Hussein
Creative Director(s): Alvin Ng
Art Director(s): Justin Phang, DavinaTanb, SarkaFleglova
Copywriter(s): Cheah Yi Pin, Juliet Tan, Andrew Pereira
Photographer: Lim Sok Lin, Brandon Lim (Studio DL)
Typographer: Kalpana Singh
Production Company: Thirty Mac
General Manager: Shaun Tay
Planning Director: Carl D'Souza
Agency Producer: CheyFengMey
Account Director: Janine Wai
Senior Account Executive: Joanne Lie
Social Media: JohananSen, Ann Nunis
Other Credits: Studio DL, Publika, Hero Market, Embassy of the United States of America



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