Agency: dentsu international Hong Kong
Client: RainLily / Market: Hong Kong
In Hong Kong one in seven women have suffered from sexual violence, and the wall of silence surrounding this urgently needs to be broken down. At dentsu Hong Kong, we partnered with RainLily, a local organisation that supports victims of abuse, to shed light on the reality and raise awareness.
Every agency department worked together on the #OneinSeven campaign, which ran on all mainstream digital video platforms, TV and out- of-home media. To encourage people to donate, share and learn more, RainLily’s website was revamped with a new emphasis on a seamless experience by Isobar, dentsu’s creative agency in Hong Kong.
Simone Tam, CEO of dentsu Hong Kong, told us: “When I first learned from RainLily that one in every seven women in Hong Kong has been a victim of sexual violence, I knew we had to do something about it. With our talents, expertise and network, I believe we have the power to influence and inspire. By working together, we can make a positive impact in our society.”
The campaign achieved a total reach of 5.6 million people and was recognised by Campaign Asia as one of the top five applause-worthy ads across Asia Pacific in 2021. As the issue is often not taken seriously in society despite the increasing number of victims, this campaign’s significant reach brought people’s attention to the issue and promoted the resources provided by RainLily for those in need.
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