UN WOMEN:
UN-PITY ME
Because pity was never the point.
SOCIAL IMPACT · CREATIVE DIRECTION · CAMPAIGN PLATFORM · EXPERIENCE DESIGN
When violence against women appears in the media, women are often frozen at the worst moment of their lives: frightened, bruised, and powerless.
The intention is awareness.
The effect can be reduction.
UN Women asked us to help bring the #MeToo movement to Thailand.
Working with Mirum Thailand, we created UN-PITY ME: a campaign that shifted the story from what had been done to women towards the strength required to survive it.
The integrated campaign moved across film, social media, true survivor stories and a website featuring a 360-degree experience. Viewers entered the home of a woman experiencing domestic violence and had to search for the information needed to form an escape plan. We also transformed newspaper headlines from bad news into bold news.
As a copy-based Creative Director, I helped shape the platform and its language across every touchpoint.
The challenge was to be honest without exploiting trauma, and empowering without pretending survival is simple.
The campaign received three international awards, including recognition from the Mobile Web Awards and a Silver W3 Award.
It did not ask people to feel sorry for women.
It asked them to see everything women are capable of after surviving what should never have happened.