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Festival of Creativity
27 - 29 September 2017



2009 Direct & Sales Promotion


CategoryA01. Mailings
Entrant Company:ARC WORLDWIDE Kuala Lumpur, MALAYSIA
Name Company Position
Tan Kien Eng Leo Burnett/Arc Worldwide Managing Director/Executive Creative Director
Theresa Tsang Leo Burnett/Arc Worldwide Creative Director
Valerie Chen Leo Burnett/Arc Worldwide Creative Director
Koh Siok Yee Leo Burnett/Arc Worldwide Art Director
Theresa Tsang Leo Burnett/Arc Worldwide Art Director
Tan Kien Eng Leo Burnett/Arc Worldwide Art Director
Benjamin Woo Leo Burnett/Arc Worldwide Copywriter
Valerie Chen Leo Burnett/Arc Worldwide Copywriter
Tan Kien Eng Leo Burnett/Arc Worldwide Copywriter
Heng Yik Yann Leo Burnett/Arc Worldwide Designer
Ong Chee Hin/Liew Kam Yong Leo Burnett/Arc Worldwide Production

Describe the brief from the client:

The rising wave of rape cases involving Malaysian students prompted certain education and religious parties to point the finger at school uniforms for being too revealing. To dispel these absurd beliefs and educate Malaysians on the real causes of sexual abuse, WAO wanted a low-budget but impactful campaign that would drive people online to find out more.

Creative Execution:

The creative was based on the insight of how the Malaysian Censorship Board censors sensitive reading material, right down to blacking out the merest showing of certain body parts. What better way to demonstrate in a similar manner how absurd the perception was, that a schoolgirl's conservative uniform could provoke sexual abuse?

Describe the creative solution to the brief/objective.

We created a campaign comprising a series of posters portraying schoolgirls in their uniforms. On each image, the areas covering their bosom and posterior were censored with a black marker - just like how overly exposed body parts are censored with a black marker in reading material in Malaysia. A plain but wry headline was posed on each poster: 'Is this how we keep them safe from rape and abuse?' The posters were put up at schools, colleges and bookstores, along with the distribution of postcards to drive the public online to learn and spread the truth.

Describe the results in as much detail as possible.

Within 3 weeks of the campaign roll-out, the WAO website recorded a total of 9,942 visitors and 7,541 unique visitors. There were 61,047 page views and a click-through viral rate of 61% with a total of 4,912 viral e-cards sent. More importantly, the campaign contributed to WAO’s concerted efforts to educate the public.