Domestic violence awareness campaign #NoExcuseForAbuse wins Effie

#NoExcuseForAbuse, a campaign by Women’s Aid Organisation (WAO) and TBWA\ Kuala Lumpur, was named a Silver Winner of the prestigious Effie Awards Malaysia. The winners were announced last week at a ceremony in Petaling Jaya.


Picture from NoExcuseForAbuse Installation Art Exhibition.

Picture from NoExcuseForAbuse Installation Art Exhibition.


“It is a first for WAO. We set up installation art exhibitions all over the country to raise awareness about domestic violence,” said Ivy Josiah, executive director of Women’s Aid Organisation.

“We were in shopping malls, schools, and restaurants – we went to Selangor, Kuala Lumpur, Sabah, Kelantan, and in Melaka. We had public service announcements running on the radio, and worked with women Members of Parliament to spread the message on social media.”

As part of #NoExcuseForAbuse, WAO also launched TINA – Malaysia’s first SMS helpline dedicated to domestic violence.

Since launching in March 2014, 169 women have used TINA. “Some women might not be ready to speak with someone about their troubles, but feel comfortable texting. This service is for them,” said Kristine Yap, advocacy officer with Women’s Aid Organisation.

The installation art exhibitions portrayed the voices of victim survivors through a display of blouses with hand-stitched words. Each blouse featured a thought that a domestic violence survivor had told herself when she endured abuse.

“A blouse would say something like ‘It’s my job to make sure the house is clean,’ or ‘I can’t do simple things – that’s why he has to shout’,” said Yap. “A domestic violence survivor might tell themselves these things to justify the abuse they receive. But our message is simple – there’s just no excuse for abuse.”

“WAO would also like to acknowledge the hard work put in by the passionate individuals from TBWA\ Kuala Lumpur, who worked tirelessly on the campaign,” Yap added.

The Effie Awards, organised by the Malaysian Advertising Association (MAA), Association of Accredited Advertising Agents Malaysia (4As), and Media Specialists Association (MSA), in association with the Malaysia External Trade Development Corporation (MATRADE), is the pre-eminent award in the communications industry.

Women’s Aid Organisation (WAO) provides shelter, social work, and counseling services for domestic violence survivors and advocates for women’s human rights.

Call their helpline at 03 7956 3488 if you or someone you know is experiencing abuse, or SMS TINA at 018 988 8058 for a friend to talk to. Together, we change lives.

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