CREATIVE STRATEGY

KEY FACT(S): 

WAO is an organization in Malaysia that was established since 1982 the organization have been dealing with cases of women facing domestic violence.WAO is trying to give them the strength they need in order to speak out and break the silence because most wives and women believe that they should keep quite in order to protect their family privacy.

According to the WAO research, women how are legally married for one to five years are the highest number who are suffering from their husbands.

WAO is offering all what women need to face domestic violence starting such as telephone counseling, face to face counseling and shelters for women who are suffering from their partners.

OBJECTIVE: 

We are trying to reduce the domestic violence among the society by encouraging abused women to speak as result of changing the misperception of women and men rights.

TARGET AUDIENCE: 

The campaign will be targeting the battered women who are suffering from husbands. Between 22 to 35 years old. Wives have been married for one to five years.

POSITIONING:

The Domestic Violence campaign will be providing women all the help & support they need in order to overcome the violence they face & encourage them to break the silence.

PRIMARY MESSAGE: 

By letting the abused women know that the campaign is organized by Women’s Aid Organization (WAO) which provides services which will help the victims to change their lives and move out from depression that has made through the pervious suffering life.

COPY PLATFORM: 

The campaign will let abused women know that WAO is providing services:

Refuge

 Telephone Counseling

 Face-To-Face Counseling

TONE AND EXECUTION: 

The tone of the campaign will be reflecting “hope” for victims throughout graphics and copy which will lead the victims to come and see how they can solve their problems by speaking up, as well as, let them feel that “we are here to listen and we want to help you”   

MANDATORIES: 

Violence for almost 29 years, they've been offering a helping hand & cooperating with domestic violence by giving them hope through their various face 2 face counseling & telephone counseling, in addition they've been providing them shelters to give them a strong support in order to unleash them from the fear of speaking out & making them believe in a better tomorrow.