沈阳市心理研究所 “暴力语言会变成凶器” Campaign
Shenyang Institute of Psychology partnered with Ogilvy & Mather Advertising, Beijing, China 奥美广告 北京
In recent years, despite the decline of youth in the total population, the number of juvenile offenders sentenced to court has more than doubled in China. A little-known study showed that among China, juvenile crime and subjected to verbal abuse in childhood have a strong connection.
Shenyang Institute of Psychology, teamed with Beijing Ogilvy, to raise awareness of the seriousness and danger of violent language to the Chinese public in a creative way. “Words can be weapons” is a powerful campaign against verbal abuses – Check: http://www.wordscanbeweapons.com
In China, the language of violence against children is a taboo subject. To help parents and public to understand China’s real situation and the devastating consequences arising from the language of violence – Ogilvy explains the tragic experiences of six young offenders – their aggressive behaviour, such as murder and other serious crimes, while serving detention in Shenyang.
Ogilvy in cooperation with well-known artist and Professor Xie, created words that can be disassembled and mold into the shape of a patchwork of deadly weapons, such as guns, knives and axes etc… (all weapons mostly used in juvenile crime). This work shows how truly violent language can turn into a weapon. These words were shown on a digital display in a shopping centre.The two-day event attracted more than 600 people.
Ogilvy’s team also created a mini site for this particular campaign. Online visitors can experience these words become weapons in the process, watch young people tell their stories via movies, but also be able to contact a professional counsellors online for further help. In the first two weeks, they registered 360 calls to the Help Hotline.
Social @ Ogilvy team reached out to social media, opinion leaders microblogging (such as youth and parenting media editors).
The first month generated about 31 million views. More importantly, the team also opened an official micro-channel account “adolescent counselling,” as helping Chinese young people to get professional advice anonymously.
Credits: By Ogilvy & Mather Advertising, China. 奥美广告 北京