• SUB CATEGORY :
    PUBLIC SERVICES & CAUSE APPEALS
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • TITLE :
    BEAUTIFUL WORDS: SUNSHINE
  • BRAND :
    WOMEN'S RIGHTS
  • ADVERTISER :
    AMNESTY
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • EXECUTIVE CREATIVE DIRECTOR :
    PITHA UDOMKANJANANAN/SUTHISAK SUCHARITTANONTA/
    ANUWAT NITIPANONT
  • COPYWRITER :
    VASINEE POUNGNGERN/SUTHISAK SUCHARITTANONTA/
    ANUWAT NITIPANONT
  • ART DIRECTOR :
    NATTAGORN THAIRATTANASUWAN/SUTHISAK SUCHARITTANONTA/
    ANUWAT NITIPANONT
  • PRINT PRODUCTION COMPANY :
    REMIX STUDIO BANGKOK, BANGKOK
  • PHOTOGRAPHER :
    ANUCHAI SECHARUNPUTONG
  • ENGLISH CONTEXT EXPLANATION :
    1 IN 3 WOMEN WORLDWIDE (35.6%) EXPERIENCE PHYSICAL OR SEXUAL VIOLENCE IN THEIR LIFETIME FROM THEIR INTIMATE PARTNER ACCORDING TO THE WORLD HEALTH ORGANIZATION (WHO). CYCLE OF ABUSIVE RELATIONSHIPS FOLLOW A COMMON PATTERN. BEAUTIFUL WORDS IS THE KEY THAT MAKES THE CYCLE OF ABUSE REPEATS OVER AND OVER AGAIN. MOST OF THE VICTIMS STAY IN AN ABUSIVE RELATIONSHIP BECAUSE AN ABUSER APOLOGIZES BY SAYING SWEET WORDS. AMNESTY INTERNATIONAL WANTS TO ENCOURAGE VICTIMS TO WALK AWAY AND BREAK THE CYCLE OF ABUSIVE RELATIONSHIPS. 'EVEN WITH HIS BEAUTIFUL WORDS, YOU SHOULDN’T FORGIVE AN ABUSER.' THE STUNNING PHOTOGRAPHY OF BRUISE, WOUND AND CIGARETTE BURN THAT PORTRAY THOSE BEAUTIFUL WORDS WHICH USUALLY USED BY ABUSERS WAS SHOT AND CRAFTED TO CONVINCE VICTIMS TO RECONSIDER BREAKING THE CYCLE OF ABUSE BY CALLING 1300 FOR HELP.