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Millions of Muay Thai Fans Reminded that ‘Home is not a Boxing Ring’

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J. Walter Thompson uses Thailand’s national sport to combat domestic abuse

Millions of Muay Thai Fans Reminded that ‘Home is not a Boxing Ring’
J. Walter Thompson Bangkok teamed with Thailand’s Men and Women Progressive Movement Foundation and X Siam Boxing Stadium to raise awareness that the country, sadly, ranks #2 in the world when it comes to domestic violence.

During a live televised Muay Thai fight, fans were given a sobering reminder of the reality of violence against women when the glamorous 'Ring Girl' was replaced by a real domestic abuse victim - made up to resemble her horrific actual injuries. Instead of displaying the round number, her sign simply said, ‘Home is not a Boxing Ring’ #PickYourFight.

Thousands of kickboxing fans at X Siam Boxing Stadium, one of Thailand’s most traditional rings, were stunned into silence before applauding the victim for her bravery. The stunt, and an emotional interview with the victim, were broadcast to millions at home via live TV. Her image went viral on social media, and people were encouraged to post selfies of themselves holding the same ‘Home is not a boxing ring’ sign, using the hashtag #PickYourFight.

Watch a short video here:

The campaign coincided with the International Day for Elimination of Violence Against Women, on November 25th.
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Production Company

1st AD: Peerapat Kumsarirak

Costume Designer: Piyamon Khasom

Director: Kittanai Tang

DOP: Kittipat Tachatararak

Makeup Artist: Naruedom Putipan

Production Company: Klack Films

Production Manager: Soraya Chiewchanchai


Editor: Ittiwat Poobandit

Creative Agency

Art Director: Wachira Kanjanawadeekul

Brand Manager: Supannapa Traitonwon

Chief Creative Officer: João Braga

Client Service Director: Nutthapong Wannakovit

Copywriter: Pimchanok Chuenkamolpun

Creative Agency: J. Walter Thompson Bangkok

Group Account Directors: Nuttawut Boonpan

Producer: Jiraporn Channawach

Associate Creative Director: Arayanan Markchoo

Categories: Government, Corporate, Social and PSAs

Wunderman Thompson Bangkok, Thu, 30 Nov 2017 10:43:41 GMT