BBDO Bangkok Highlights the Deadly Impact of Domestic Violence in New Powerful Campaign

Domestic violence remains a growing crisis in Thailand, with alarming statistics showing an increase in cases over the years. In 2018 alone, the Ministry of Public Health reported 31,866 incidents of domestic violence. Unfortunately, many more incidents go unreported due to fear, shame, and societal stigma. This issue is particularly grave, with reports indicating that 65.9% of domestic violence cases in Thailand during the first seven months of 2020 ended in fatalities, highlighting the deadly consequences of the problem.

This issue, however, is not unique to Thailand. Domestic violence is a global epidemic, affecting women across the world. According to UN Women, one in three women globally will experience physical or sexual violence at the hands of an intimate partner in their lifetime. Many victims are silent, afraid to speak out because of societal pressures or fear of retaliation. A chilling statistic from UNODC reveals that in 2022, 48,800 women and girls worldwide were killed by intimate partners or family members, a stark reminder of the severe dangers posed by domestic violence.

In an effort to tackle this pressing issue and raise awareness, BBDO Bangkok has teamed up with the Women and Men Progressive Foundation and the Thai Health Promotion Foundation to launch a powerful public awareness campaign called “Second Chance.” The campaign centers around the tragic story of Gigi Supitcha, a popular Thai Instagram influencer, singer, and actress, who was killed by her boyfriend in a domestic violence incident that shocked the nation. Despite surviving a previous violent incident with him, Gigi’s compassion and forgiveness ultimately led to her untimely death. Her story highlights the risks of offering abusers a second chance and serves as a reminder of the dangers that victims face.

The campaign made a bold move by taking over Gigi Supitcha’s Instagram account, which had been inactive for a year. The first post on her account was a movie poster for a film titled “Second Chance,” starring Gigi herself. This unexpected post quickly captured the public’s attention, receiving over 20,000 interactions in just one day. Reactions were mixed—some questioned the ethics of using Gigi’s account posthumously, while others expressed their admiration for the campaign.

Four days later, the campaign posted a teaser for the fictional movie on Gigi’s account. The teaser delivered a heart-wrenching message: Gigi would never star in another film because she gave her second chance to her abuser, and that decision cost her life. The post quickly went viral, generating over 100,000 engagements within 24 hours and sparking widespread discussions about the dangers of forgiving abusers.

The timing of the campaign’s launch is significant, coinciding with November 25, the International Day for the Elimination of Violence Against Women. This global observance amplifies the urgency of addressing domestic violence and helps position the campaign at the forefront of discussions on gender-based violence.

Chanikarn Sitthiaree, the creative director at BBDO Bangkok, shared, “This year’s campaign is focused on the concept of ‘Second Chance,’ emphasizing that giving an abuser another opportunity can escalate the violence. We wanted to highlight the reality that this act of forgiveness can result in tragic outcomes, while refusing to forgive an abuser opens the door to healthier opportunities.”

To bring Gigi’s story to life, BBDO Bangkok used Deepfake technology, reconstructing Gigi’s face from over 4,000 images and videos. Her younger sister, Minnie, also contributed as a facial reference, helping to ensure the reconstruction was accurate. The family’s support in sharing Gigi’s story has been invaluable, helping raise awareness and protecting others from experiencing similar fates.

As part of the campaign, the Women and Men Progressive Foundation is offering critical support to victims of domestic violence, including legal assistance, safe housing, and job opportunities, to help women, especially those who may lack financial independence, escape abusive situations and rebuild their lives.

This campaign underscores the importance of taking domestic violence seriously, seeking help when in danger, and challenging societal norms that normalize abuse. By educating the public and inspiring individuals to take action, the campaign seeks to prevent more tragic stories like Gigi’s and empower victims to break free from the cycle of violence.

Credits

Agency: BBDO BANGKOK
Chief Creative Officer: Thasorn Boonyanate
Creative Director
: Chanikarn Sitthiaree
Creative Group Head:
Sasitorn Khamchoo
Senior Copywriter
: Parung Chumponanomakun
Producer : Toungrak Jiravatanarungsri
Producer: Paramee Soontornwuttinun
Project Manager: Kanokwan Kaewkern
Group Account Director : Rynrada Rungkritchaiyakul

PR Agency: FleishmanHillard Thailand
Vice President: Kamolrat Plodpai
Vice President M+P : Yaninee Kasitaranon
Senior Account Executive: Sorathorn Moolagul

Production crews

Bob Eye View
Executive Producer: Bobby Navaratana
Director: Patikhom Laphaphan
Assistant Director: Sukanda Piankhunthod
Director of Photography: Supachai Lu
Producer: Direk Jiawlian, Chairit Prapai
Lighting & grip: Tang lighting
Gaffer: Wasin Prachit
Camera: Camera B
Arts&Props: Pradthana Chaijaroensuksakul

Inbetween Co-creation Co., Ltd.
Ai Prompt & Retouch: Chaninart Sangrawee

Compositor: Smittanan Banjongsawad / Rungrote Rotepratak

BIGCHILD
AI Artist (Scene Mae Nak)
Songchai Techawalitpong