Puppet

Background

Many people aren’t aware that domestic violence goes beyond physical abuse. Violence includes abuse of power where a woman’s partner controls her finances, social life and all her basic rights. In light of this, WAO felt a need to generate awareness, especially among women in Malaysia.

Idea

Arc Worldwide designed a low-cost mailer, which, through the simple act of untying the puppeteer’s strings securing the envelope, demonstrates how easy it is to set a victim of violence free. As the card is removed from the envelope, the recipient sees that the strings are actually attached to an image of a woman, now striding off freely. A message from WAO urges the recipient to take action by making a simple phone call. The mailer was sent to 700 Malaysian subscribers of a popular women’s magazine. Another 1,000 mailers were inserted into the same magazine sold at bookstores.

Results

WAO recorded an increase of 27% in calls (averaging 120 calls a month on counselling, violence reports and legal enquiries). More importantly, the campaign created media publicity for WAO and contributed to their concerted efforts to raise awareness and acquire much-needed government support.

Target Audience

Malaysian readers of a women's magazine

Size

1,700 packs (first batch)

Our Thoughts

It’s easy to dramatise the problem, not so easy to dramatise the solution but that’s what this mailer for the Women’s Aid Organisation manages to do. I know some people think this sort of work verges on the scam, but in many parts of the world, including the part I’m sitting in, domestic violence is a serious issue. Anything that helps women escape the tyranny of physical intimidation is to be applauded.