Cheil Worldwide’s Groundbreaking Audio Campaign Amplifies Save the Children’s Message in Hong Kong
Cheil Worldwide’s latest campaign, “The Sound of Violence,” for Save the Children Hong Kong, is a poignant reminder of the harsh realities of domestic violence against children. Utilizing Dolby Atmos 7.1 Surround Sound technology, the campaign immerses cinema-goers in a visceral audio experience before screenings of Nick Cheuk’s acclaimed film, “Time Still Turns the Pages.”
In a city where domestic violence against children surged by 29% in 2023, the campaign aims to break the silence surrounding this issue. By replicating the sounds of violence and urging bystanders to report suspected cases, Cheil Worldwide Hong Kong sparks a much-needed conversation and prompts action. The hijack of cinema screenings not only amplifies the message but also enhances the impact of Cheuk’s film, which delves into the struggles of a young boy facing family trauma and abuse.
The results speak volumes: a 23% increase in reports of suspected violence and a 16% rise in home interventions following calls. Paul Chan, CCO of Cheil WW Hong Kong, emphasizes the power of sound in disrupting complacency and bringing attention to social issues.
Malcolm Poynton, Global Chief Creative Officer at Cheil WW, underscores the campaign’s effectiveness in mobilizing the community and driving tangible change. “The Sound of Violence” transcends traditional advertising; it serves as a catalyst for societal transformation.
Director Nick Cheuk reflects on the emotional journey of creating the documentary, highlighting the importance of empathy and awareness. His partnership with Save the Children and Cheil Hong Kong demonstrates a commitment to advocating for vulnerable children and creating a safer environment.
Carol Szeto, CEO of Save the Children Hong Kong, reiterates the organization’s zero-tolerance policy towards child abuse and violence. Through partnerships and initiatives like “The Sound of Violence,” Save the Children aims to raise public awareness and foster a culture of reporting and intervention.
In a city where silence often shrouds the realities of abuse, Cheil Worldwide’s innovative campaign speaks volumes. It urges individuals to listen, to act, and to stand up against violence. The sound of violence may be all around us, but with collective action, we can drown it out and create a safer world for children.
Credits
Client: Carol Szeto – CEO, Save the Children Hong Kong
Creative Agency: Cheil Worldwide Hong Kong
Chief Creative Officer: Paul Chan
Executive Creative Director: Lili Jiang
Creative team: Paul Chan, Lili Jiang, Ivan Au, Jackie Wong, Leko Lui, Kerry Fan, Kavieng Cheng
SOUND DESIGN (DOLBY ATMOS 7.1 SURROUND SOUND): MBS STUDIO
Sound Team: Yiu Keung George Lee, Burnard Davy To, Wang Sin Marcus Ting, Lok Man Charlotte Chan, Phoenix Lam
CG ANIMATION: Mr. MEAL PRODUCTION
Team: Jacky Chow, Kinman Chow, Grass Cho, Bruce Lee, Stella Wan