Art Direction
Pitch (Probono)
Campaign
Socials
Role
Art Director
Agency
Edelman
Year
2023
AWARE Probono Pitch
For this Pro-bono pitch, AWARE wants to bring light and attention to issues / abuses that are not as known in the world. In this case of our brief it was for coercive control. The problem with coercive control is that it is often invisible even though it may seem picture perfect from the outside. What is unseen is the deadliest — coercive control can often go undetected for ages due to its methods when it’s hiding in plain sight. Hence we are tasked to bring this unseen to light and to educate the masses.
See the real side of love.
By showing that what is masked as love is actually coercive control designed to manipulate a victim's life
The Idea
What if we could reframe and rethink how we perceive these innocent looking items to teach women how to spot the signs of coercive control?
We collaborate with survivors of coercive control to create a series of products together with a showcase to educate people on the methods.
The T.I.N.ø Home
DESIGNED TO TEACH YOU ABOUT THE SIGNS OF COERCIVE CONTROL
Revealing the methods behind coercive control, the TINø (This Is Not Okay) range seeks to educate people on the misuse of household objects.
Designed to look like peculiar household products, these items reveal the sinister purposes and methods behind coercive control — locking up credit facilities, invasive CCTVs, wardrobe only accessible by men etc.
Phrases
The campaign will be rolled out in different phrases throughout. Starting with a teaser launch to garner and attract attention, following a showroom launch, then a product and catalog release.
Phrase 01
TINø SERIES LAUNCH TEASER
We will partner with survivors of coercive control, to create an educational range of misused household products. These items will be advertised on owned and partner social media channels and we will work with local female influencers to amplify it.
Highlighting a few products, we will show how these household items are manipulated to exert coercive control over women.
Phrase 02
SHOWROOM LAUNCH
Viewers can walk into the showroom and view how the household objects are misused in context.
Trigger warnings will be placed around the vicinity and AWARE representatives can be around to educate further.
Phrase 03
TINø PRODUCT ROLL OUT AND CATALOG RELEASE
Following the launch of the showroom, we will roll out a select few TINø product as seen in the showroom through social media channels to promote it.
A full range of the TINø products will be viewable on AWARE’s website as a digital catalog, with supporting statistics and stories.
The team behind
Executive Creative Director: Omar Satomayor
Production: Cedric
Copywriter: Xavier Toh
Art Director: Vivien Tan