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  • SUB CATEGORY :
    PRINT & CONVENTIONAL OUTDOOR
  • COMPANY ENTERING :
    SPA - HAKUHODO CO.,LTD., BANGKOK
  • TITLE :
    THE SMALL ISSUE FRONT-PAGE
  • BRAND :
    WOMEN AND MEN PROGRESSIVE MOVEMENT FOUNDATION
  • ADVERTISER :
    WOMEN AND MEN PROGRESSIVE MOVEMENT FOUNDATION
  • AGENCY :
    SPA-HAKUHODO CO.,LTD., BANGKOK
  • EXECUTIVE VICE PRESIDENT-ACCOUNT MANAGEMENT :

    PICHAIPHAT TANANONT
  • CHIEF EXECUTIVE OFFICER :
    JIRAPAT KANCHANOSOT
  • EXECUTIVE CREATIVE DIRECTOR :
    JON CHALERMWONG
  • CREATIVE DIRECTOR :
    VORACHAI SOOKSAI
  • COPYWRITER :
    ARUS METTAPHAN
  • AGENCY PRODUCER :
    SORATORN LEEPRAWAT
  • ACCOUNT MANAGER :
    CHITTRAPORN TEMI
  • BUSINESS STRATEGY DIRECTOR :
    BONGKOT CHAROENTHAM
  • EXECUTIVE STRATEGIC PLANNING DIRECTOR :
    NATTAKARN WATTANAMONGKOLSIL
  • STRATEGIC PLANNING MANAGER :
    SIRUNYA SWADCHAIPONG
  • STRATEGIC PLANNER :
    INTIRA SOPAKUL
  • TRAFFIC MANAGER :
    ATITTAYA JEERAWATPONG
  • FILM PRODUCTION COMPANY :
    BOB EYE VIEW STUDIO, BANGKOK
  • PHOTOGRAPHER :
    NOPADOL​ NINRATANABUNPOT
  • EXECUTIVE PRODUCER :
    APIWAT PORNPAKDEE
  • FILM PRODUCER :
    PARINYA RUENRUAYA
  • CO-PRODUCER :
    PANUWIT PITUK
  • MOTION GRAPHIC :
    ARTCHVIT VONGVITTAYAMATAKUL
  • EDITOR :
    WATTANADEJ POTJANAPRING
  • CAMPAIGN SUMMARY :
    The rates of abuse in Thailand have risen dramatically every year, especially in 2022, with the percentage skyrocketing by up to 200% from 2021. Many organizations try to help victims, but the best solution is to leave the relationship before violence happens. The Women and Men Progressive Movement Foundation want to raise awareness among women about the signs of domestic violence and create a special newspaper titled 'The Small Issue Front-page.' The front-page features headlines that are entirely non-harmful but indicate signs of potential domestic violence. Upon turning to the second front-page, violent headlines reveal the consequences of the non-harmful headlines on the previous page. And the entire issue includes informative content aimed at educating women about domestic violence, victim interviews, and provides helpful contacts for victims. The Small Issue Front-page made an impact by letting women be aware of these signs, including the government. The newspaper was sold out in 5 hours, and calls for consultation and help increased by 165%.​
  • CREATIVITY/IDEA/INSIGHT :
    The news about domestic violence is one of the most frequently featured on the front-page in Thailand, aiming to attract reader attention to the issue of domestic violence. The Women and Men Progressive Movement Foundation created a special newspaper titled 'The Small Issue Front-page,' featuring headlines that are entirely non-harmful. However, all of these headlines are signs of domestic violence. Upon turning to the second front-page, violent headlines reveal the consequences of the non-harmful headlines on the previous page and are placed in the same position. The entire issue includes informative content aimed at educating women about domestic violence, victim interviews, and provides helpful contacts for victims.
  • STRATEGY :
    Most women who are victims of domestic violence often never know and overlook those signs of violence such as unreasonable suspicion, excessive jealousy, and self-centered behavior. The reasons from either not knowing the signs or, even if aware, overlooking them due to love. The Women and Men Progressive Movement Foundation want to emphasize the warning and create awareness for women across the country to be conscious of this issue of domestic violence. In collaboration with M2F, a local newspaper created a special newspaper titled 'The Small Issue Front-page’ to educate women about all the signs of domestic violence through newspaper. The front-page features headlines that are entirely non-harmful but indicate signs of potential domestic violence. Upon turning to the second front-page, violent headlines reveal the consequences of the non-harmful headlines on the previous page. The entire issue includes informative content aimed at educating women about domestic violence, victim interviews, and provides helpful contacts for victims.​
  • EXECUTION/EXECUTION & CRAFT :
    Before domestic violence occurs, there are indeed signs in men's behavior that women often overlook, such as unreasonable suspicion, excessive jealousy, and self-centered behavior. To make women aware of these signs and avoid potential domestic violence, The Women and Men Progressive Movement Foundation created a special newspaper titled 'The Small Issue Front-page’ to educate women about all the signs of domestic violence through newspaper. The front-page features headlines that are entirely non-harmful but indicate signs of potential domestic violence. Upon turning to the second front-page, violent headlines reveal the consequences of the non-harmful headlines on the previous page. The entire issue includes informative content aimed at educating women about domestic violence, victim interviews, and provides helpful contacts for victims. Published on November 25, the International Day for the Elimination of Violence Against Women, a day that people give attention to women, many female KOLs discuss this newspaper, and the signs of domestic violence become a trend on social media.​
  • RESULT :
    The newspaper was sold out in 5 hours, and calls for consultation and help increased by 165%.​ Thousands of women and many female KOLs discuss about the signs of domestic violence in online. The campaign garnered 35 million organic impressions and earned 11.4 million baht in media coverage. Thailand's number one news program, Rueng Lao Chao Nee, dedicated airtime to promote the newspaper's special edition and this issue. Eventually, even the government also woke up.