Showcase

Campaign: Words Can Be Weapons

WPP company(s):
Ogilvy & Mather Beijing
Client:
Center for Psychological Research, Shenyang
Value:
$200,000

Overview

Emotional abuse in childhood can cause mental health problems in later life, and even contribute to young people becoming involved in violent crime. This campaign highlighted the issue through ‘word weapons’ created by artist Yong Xie. Each weapon told the story of the abuse received and the crime committed by a real young offender.

Results

  • 3.2m people reached.
  • 300 calls made in two weeks to a new helpline for young people experiencing abuse.
Parts positioned in the shape of a gun