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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

LOST HUSBAND/LOST WIFE/LOST CHILD

ClientPAVE
CategoryA02. Posters
TitleLOST HUSBAND/LOST WIFE/LOST CHILD
Product/ServiceDOMESTIC VIOLENCE AWARENESS
Entrant Company:KINETIC SINGAPORE, SINGAPORE
Design/Advertising Agency:KINETIC SINGAPORE, SINGAPORE
Credits
Name Company Position
Jonathan Yuen Kinetic Singapore Art Director
Pann Lim Kinetic Singapore Art Director
Eugene Tan Kinetic Singapore Writer
Pann Lim Kinetic Singapore Creative Director
Jonathan Yuen Kinetic Singapore Typographer

Brief Explanation

In their state of shock and depression, they are often confused and lost. Every step they take is like traversing through a maze. The idea of the advertisements was to reflect the victim’s state of mind as well as to plant the thought of the victim’s plight in the minds of people who see these advertisements. It is also to create awareness in Singapore where Singaporeans, being Asian, are often unwilling to step forward for help due to traditional upbringing of not washing one’s dirty linen in public. Victims often suffer in silence with no reprieve, help and direction.

Describe the brief from the client:

The client wants the communication to reflect the psyche of the victims of domestic violence. This was meant to show that PAVe understands what the victims go through, in order to establish an understanding and connection, and hopefully that will encourage more victims to come forward for help and counselling. This is also used to educate the public on the victims’ ordeal and predicament.

Description of how you arrived at the final design:

To truly resonate the lives and minds of victims, a set of alphabet and typographic lexicon was designed specifically for PAVe, Centre for Promoting Alternatives to Violence. It is used in the creation of a maze showing the pain and confusion victims of domestic abuse had to bear, how they are helplessly lost in the “maze” and how PAVe is always there, ready to extend a helping hand.

Indication of how successful the outcome was in the market:

The advertisements were located strategically in housing estates where more low-income households are found. From statistics and records provided, areas with reported cases of domestic violence were also targeted. During the season of the advertising campaign, there was more walk-in cases at PAVe.