Ad Nut
Apr 23, 2021

Unflinching sexual-violence campaign conveys harsh facts

One in seven Hong Kong women has been the victim of sexual violence, says a hard-hitting campaign for local organisation Rainlily by Dentsu International agencies.

Unflinching sexual-violence campaign conveys harsh facts

A stark, in-your-face campaign launching today across digital video, TV and out-of-home in Hong Kong forces viewers to confront facts about sexual violence, including non-consensual sex within marriage (aka, rape).

The campaign on behalf of Rainlily, a service of the Association Concerning Sexual Violence Against Women (ACSVAW), was led by Dentsu Mcgarrybowen, with Carat handling the media and Isobar ravamping the RainLily donation page and providing website and experience design services. 

The campaign hashtag, #OneinSeven, refers to the proportion of Hong Kong women who have been victims of sexual violence.

Linda S.Y. Wong, executive director at RainLily:

It’s never easy for victims to speak out and seek help. Fear and victim-shaming are often the reasons they remain quiet. We provide care for the victims with our best ability and resources. However, care from their family and friends is the most critical. We see the urgency to break the silence, and we are indeed grateful to have Dentsu International as our communication partner to make that happen. From there, we aim to gain more support from the society, where we can put forward more initiatives in education and prevention, tackling the issue from the core.

Ad Nut commends the agency for the befittingly hard-hitting approach. The film couples harsh and disturbing facts with some very fine performances showing the pain victims endure. It's a potent combination, heightened by the filmmakers' refusal to let you look away—while the phenomenal soundtrack chills you to the bone. And importantly, both the film and the OOH ads shown above centre types of sexual harassment and violence that many people fail to consider serious.  

See the Cantonese version of the film.

CREDITS

Dentsu International Hong Kong
Bingo Productions
Happy Birthday Productions
Ki Workshop
Miss Hana Tam

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

2 hours ago

Coles CMO Lisa Ronson departs

The marketer announced she will leave by the late September. The news comes just one week ahead of Coles delivering its full financial results for 2022.

7 hours ago

How Western commerce platforms increasingly look to ...

SHANGHAI ZHAN PODCAST: Western commerce platforms such as Amazon remain distinctive, but are taking on more characteristics from their Chinese counterparts, says Victoria Glanz, who runs European operations for Chinese commerce company Fulljet.

7 hours ago

The many misunderstandings of using AI in creative work

SPIKES ASIA ACADEMY: The head of creative tech at Publicis says AI won't replace anyone in the industry anytime soon, but can be an incredible help to creatives.

7 hours ago

Asia-Pacific Power List 2022: Mits Minowa, Allbirds

The former Red Bull and Nike marketer is leading a sustainable brand out of its D2C origins and onto the global stage by launching new campaigns and entering new categories.