SPEAK UP, WIN THE FIGHT!
Singapore's National Crime Prevention campaigns have traditionally relied on fear appeals to warn citizens about the need to be vigilant. This project attempts to create a campaign that uses positive emotional appeal to raise awareness and prevent molestation.
Speak Up, Win The Fight, is a National Crime Prevention Council campaign targeting children & youths aged 9 to 35. This campaign aims to empower past and present victims of molestation to speak out, and increase public awareness of molestation. My role in this project was design and video production (excludes animation).
CAMPAIGN VIDEO
CAMPAIGN RATIONALE
Statistics have shown that there was an average of 1190 reported cases of molestation yearly between 2016 and 2020, which is approximately 24% higher than between 2011 and 2015. As more people gain awareness about the increasing number of such offences, many have wondered why victims do not come forward sooner.
The biggest drawback in molestation advertisements is that the subject is challenging for children to comprehend, resulting in low awareness of such issues. Most advertisements are designed and targeted toward adults, leveraging fear and empathy. We aim to empower past and potential victims to speak up and increase the awareness of molestation within the general public.
Our campaign uses the headline ‘Your Voice, Your Power’ to symbolise that each individual, no matter who they are, has the capability and right to speak up against their assaulter. No individual should fear speaking up against any discomfort experienced. A child has the same power as an adult does.
Our tagline, ‘Speak Up & Win The Fight’ aims to empower victims of molestation to stop doubting themselves, speak up and not back down without a fight. The message urges victims to win their battle against their assaulters by calling them out for it and reporting them for molestation.
Through our executions, we hope to show that everyone has a right to speak and stand up against molestation.
Read the full rationale here.
CAMPAIGN COLLATERALS
As MBTI personalities are increasingly popular among both youths and children in Singapore, we have adapted them into coasters, badges, as well as stickers. We hope to arouse the public's curiosity and convey the message that everyone has the power to speak up in their own way.
The 16 MBTI personalities will be used to demonstrate what each personality type might say when standing up to perpetrators, reminding everyone that there are many ways of calling people out when you feel uncomfortable.
Badges will be handed out to children during Moral and Sexual Education lessons along with educational talks to equip them with the knowledge and understanding to speak up if they were to face such a situation.
Marketing collaterals will be strategically placed, especially so in locations where molestation is likely to occur. We will be placing coasters in bars to raise alertness as well as collaborating with SMRT to plaster posters on train cabins and buses to further spread awareness among the public when they commute.