Most domestic abuse cases in Malaysia only surface after victims have went through a long period of abuse. This is due to victims finding it hard to accept the reality that someone they love is abusing them, and also our society's conservative views of domestic abuse as a private household matter.This causes most victims in the early stages of abuse to be in a state of uncertainty, or even denial.WAO's objectives were to raise awareness regarding the early stages of abuse (especially among victims themselves), and help more victims get in touch with WAO's counselors.
We launched a series of exhibitions featuring clothing hand-stitched with victim’s excuses, to increase awareness regarding the early stages of abuse. The campaign also introduced victims to a live text helpline called TINA (Think I Need Aid) that was specially designed for use of victims in the early stages of abuse, making it easier for victims to seek help from WAO.
No Excuse For Abuse
Product / Service
Domestic Violence Public Service
Women's Aid Organization
Executive Creative Director
Cheah Yi Pin, Juliet Tan, Andrew Perera, Indra Irwan, Chan Ka Chew
Sarka Fleglova, Davina Tan
Shaun Tay, Joanne Lie, Janine Wai
Chey Feng Mey
Jeff Hong, Shelly Ahmad
Lim Sok Lin, Brandon Lim
Iskandar Siva, ST Fah, Mallory Lee, Max Lee Chee Choong, Rachel Lian
Sixtymac Production Sdn Bhd