Wahyu
Art Director at Hakuhodo Indonesia
JAKARTA, Indonesia
TitleHidden Violence Photo
Agency
Campaign Hidden Violence Photo
Advertiser NGO INSTITUT KAPAL Perempuan
Brand NGO INSTITUT KAPAL Perempuan
Date of First Broadcast/Publication 2018 / 3
Business Sector Institutional/Public Interest/Non-Profit Org.
Philosophy A series of distressing photos of abused women took the social media by storm in Indonesia, shining much needed light onto an issue that has plagued the country for a long time. Kapal Perempuan, an NGO for the Advancement of Women's Right, together with Hakuhodo Indonesia, 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. With more than one photo uploaded, the photos will appear cropped unless clicked upon. Once the photo is unveiled, the full story becomes clear things may not be what it seems on the surface, much like domestic violence in Indonesia. In the conservative society of Indonesia, 8 out of 10 cases of domestic violence went unreported. This is mainly due to social stigma, with victims or their family choosing to bury it rather than face the shame and taboo that will undoubtedly fall to them. Hence, the cycle of abuse continues. Victims of domestic abuse often feel trapped out of fear for their lives or children. This has led to many deaths and suicide cases that are sadly preventable.
Media Type Television
Length
Chief Creative Officer
Executive Creative Director
Art Director
Copywriter
Art Director
Art Director
Copywriter
Producer
Producer
Producer
Digital Designer
Account Servicing
Account Servicing
Planner

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