Society Against Family Violence
Client Name
2021
Year
For our Final Year Project (FYP), we tackle the theme "Prevention Is Better Than Cure". With this, we chose to work on an integrated campaign that focuses on male victims of abusive relationships.
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According to the Singapore Police Force, reports of abusive relationships have increased by 22% since the start of the circuit breaker.
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Introducing His Loveless Love Song, a campaign that mimics an album release to help victims recognise abusive relationships by educating friends and family on the signs of an abusive relationship. This campaign brings focus on male victims as men unfortunately often do not receive as much support as men.
Case Film
Address the issue that men can be abused too
​PHASE #01
SONG PREVIEW
A series of 3 audio ads which uses the abuser’s voice to enable our tribe to be in the shoes of victims. Released in Spotify, radio stations, and smart mirrors in toilets. This segregates the male and female audiences, emphasising the idea that men can be victims and women can be abusers.
Urge friends and family to look out for the signs of abuse and provide support for victims abuse
PHASE #02
Creating a supportive community for victims of abusive relationships.
PHASE #03
By Janna Caganap & Chan Le Yi, Ida