In Hong Kong, domestic violence against children increased by 29% in 2023 (Hong Kong Police).

As neighbours, we hear it ALL the time. But most of us choose to stay silent.

So to illustrate the reality that violence surrounds us (and to urge people to report suspected cases), we recreated the iconic 'Dolby Atmos 7.1 Surround Sound Demo', typically played in cinemas worldwide.

However, in a bold move, every sound element was replaced with hard-hitting sounds of real violence.

In collaboration with acclaimed director Nick Cheuk, we then surprised cinema-goers before every screening of his award-winning film, ‘Time Still Turns the Pages’—a poignant tale about a young boy's struggle with family trauma, abuse and the weight of suicidal thoughts.

By leveraging the power of sound and the familiarity of the 'Dolby Atmos 7.1 Surround Sound Demo', the campaign created a jarring juxtaposition between the expected cinematic experience and the harsh reality of violence.

This bold, disruptive approach elicited a strong emotional response, encouraging individuals to take a stand against violence and report any instances they encounter.