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



Related Articles

Just Published

21 hours ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

22 hours ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

22 hours ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.

22 hours ago

Hugh Jackman transitions from villain to hero in ...

If you think the actor is a nice guy in real life, well, you’re wrong.