Mental Health Marketing & the Marginalized Work & Wellbeing

Immersive virtual museum aims to educate on the nuances of domestic violence


By Shawn Lim | Reporter, Asia Pacific

December 3, 2021 | 4 min read

A virtual museum has been created to address domestic violence in Thailand which has been on the rise because of the Covid-19 pandemic.

According to the Women and Men Progressive Movement Foundation, there were 71 cases of women facing domestic abuse who sought counseling in 2020 and 100% of them were repeat cases.

This is proof that these women have been subjected to domestic violence on more than one occasion because women have often been placable enough to forgive when men apologize or return to doing good, only to be abused again countless times.


53.1% of women in the capital Bangkok and its surrounding provinces said they have experienced verbal violence

A case study of 1,692 people aged 20 and over, collected from October 17-23, 2021 by the foundation, found 53.1% of women in the capital Bangkok and its surrounding provinces said they have experienced verbal violence (ridiculing, insulting, cursing), followed by family neglect (35.0%), humiliating and exposing each other through social media (22.6%), physically harm (20.2%), and cheating and adultery (20.2%).

Furthermore, 18.9% of the acts were committed while drunk or after consuming alcohol.

As the pandemic prevented the foundation from taking to the streets to protest domestic violence, it worked with Electrolux, Thai Health Promotion Foundation, and Wunderman Thompson to create the"#OnceIsEnough" campaign, which addresses the women's insight that every woman remembers her "first-time" experience with everything.

The main feature of the campaign is “The Museum of First Time”, which is an immersive experience featuring a 360-degree view that simulates an actual environment and a real story from a real domestic violence victim.

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The museum takes the viewer from the doorway that tells a romantic story; a first gift, a first couple photo, to the more bitter side of love; a first wound, a first promise, a first lock up, and bleeding.

The conclusion of this exhibit confronts the viewer with a video of the actual victim. Before leaving the museum, viewers can anonymously share their stories on the website.

"This is a terrific effort that allows everyone to learn about domestic violence through the virtual museum. To learn from a real-life case study on how a first-time victim was abused. From a romantic moment to a fight that escalated into more violent behavior,” Jaded Chouwilai, the founder of the Women and Men Progressive Movement Foundation.

“This will demonstrate to everyone that domestic abuse never ends with the first time. Even though men always apologize and make promises, they can never keep those promises and still hurt their partners. This will raise awareness among women and the general public about the dangers of this issue.”

She added: “In some cases, it may result in the victim becoming crippled. We want every woman to be aware, to stand up for her rights, to know how to protect herself, and to know where she can get help. We want everyone to learn from our campaign and put an end to the pattern of domestic violence.”

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