Thailand’s Men and Women Progressive Movement Foundation and X Siam Boxing Stadium collaborated with J. Walter Thompson Bangkok to raise awareness abut domestic violence in the country to mark the International Day for Elimination of Violence Against Women (November 25th) in its latest ad.
The spot begins with enlightening viewers about how Muay Thai is more than a sport in Thailand and features a clip of an old fight. It then shows some disturbing clips of men beating women highlighting how Thailand is ranked number two globally with regards to domestic violence against women.
The video further shows how during a Muay Thai fight, the organizers replaced the glamorous ring girl with a real victim who was heavily bruised all over and displayed the sign which read ‘Home is not a Boxing Ring’ #PickYourFight.
She was then interviewed by the media and her stunt went viral encouraging and inspiring people to post the same message across social media to appeal against domestic violence.