86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2009 Direct & Sales Promotion

UNCOVER

Short List
ClientCHINA ORGANIZATION AGAINST DOMESTIC VIOLENCE
CategoryA01. Mailings
TitleUNCOVER
Product/ServiceANTI DOMESTIC VIOLENCE CAMPAIGN
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
DM/Advertising Agency:DDB CHINA GROUP Shanghai, CHINA
Credits
Name Company Position
Michael Dee DDB China Group Chief Creative Officer
Jody Xiong DDB China Group Creative Director
Meredin Xu DDB China Group Copywriter
Jody Xiong/Leo Wan/Eric Sun DDB China Group Art Director
Xiao Longhua Illustrator
Chloe Reuter Ddb China Group Account Director
Lynn Wan Ddb China Group Account Manager
Song Bo Photographer
Kevin Yu Ddb China Group Production

Describe the brief from the client:

Domestic violence is an increasing and severe problem in China. Around 30% of households in the country, or 80 million homes, suffer from some level of domestic violence. The situation is too often ignored and people continue to suffer in silence. The China Association against domestic violence is calling on people to pick up the phone and uncover domestic violence.

Creative Execution:

The setting of the scene, a household, is familiar to everyone. But the horror of the scene will hopefully prompt people to think about and observe what is happening close to them, causing them to uncover and report domestic violence.

Describe the creative solution to the brief/objective.

We used Direct Marketing as it's the most effective way to reach people in their own homes. Though Direct Marketing is sometimes considered standard, we created an original way to make people pay attention by designing a very different type of envelope. When opening it what looks like a streak of blood is immediately visible, it seems to be leaking out of the envelope. Driven by curiosity, recipients will unfold the envelope, and it unveils a three-dimensional image of a sitting room where domestic violence is taking place.

Describe the results in as much detail as possible.

In three months, over 20 million “Uncover” Direct Marketing envelopes were sent out. The rate of reporting domestic violence through the hotline of China's Association against Domestic Violence increased by 69%. The campaign effectively prevented 2376 possible domestic violence incidents in China.