WORK FOR GOOD CUT - ALTERNATIVE

Second Chance - Women and men progressive movement foundation
women and men progressive movement foundation

Shortlist

Title:	Second Chance
Brand:	Women and men progressive movement foundation
Product/Service:	women and men progressive movement foundation
Client:	women and men progressive movement foundation
Entrant Company:	BBDO Bangkok
Agency:	BBDO Bangkok
Production Company:	Bob Eye View, Inbetween Co-creation Co., Ltd.
Editing Company:	Bob Eye View
Creative Director:	Chanikarn Sitthiaree
Release Date:	2025-02-25
Individual Credits:	Chief Creative Officer : Thasorn Boonyanate
Individual Credits:	Creative Director : Chanikarn Sitthiaree
Individual Credits:	Creative Group Head : Sasitorn Khamchoo
Individual Credits:	Senior Copywriter : Parung Chumponanomakun
Individual Credits:	Producer : Toungrak Jiravatanarungsri
Individual Credits:	Producer : Paramee Soontornwuttinun
Individual Credits:	Project Manager : Kanokwan Kaewkern
Individual Credits:	Group Account Director : Rynrada Rungkritchaiyakul
Individual Credits:	Executive Producer: Bobby Navaratana
Individual Credits:	Director: Patikhom Laphaphan
Individual Credits:	Assistant Director: Sukanda Piankhunthod
Individual Credits:	Director of photography: Supachai Lu
Individual Credits:	Producer: Direk Jiawlian, Chairit Prapai
Individual Credits:	Arts&Props: Pradthana Chaijaroensuksakul
Individual Credits:	Ai Prompt & Retouch : Chaninart Sangrawee
Individual Credits:	Compositor : Smittanan Banjongsawad / Rungrote Rotepratak
Notes for Judging:	This campaign is more than just a short film. It leverages the power of influencers and a real story that once made a significant social impact to build deep emotional engagement with the audience. Even without a Media budget, the campaign was able to create strong recall and a meaningful emotional connection, motivating people to leave harmful relationships and stop giving “second chances” to violence. Background The Women and Men Progressive Movement Foundation (WMP) is an organization promoting gender equality and ending domestic violence. Every year, they run anti-domestic-violence campaigns despite having very limited budgets, especially for supporting women experiencing relationship violence, a number that increases annually. At the same time, victims are becoming increasingly younger. The Creative Idea Studies show that once domestic violence occurs, it almost always happens again, because the abuser is given a “second chance.” We turned this insight into the 2nd Chance campaign: Stop giving second chances to violence. The campaign encourages women to give good opportunities back to themselves, using the story of Gigi Supitcha, a well-known influencer who lost her life to relationship violence. Through her story, we show the countless opportunities women lose when they choose to give violence a second chance. The Strategy To spark conversation and reach as many women as possible with zero media budget, we chose to use the real story of Gigi Supitcha, a rising influencer who was killed by her partner in 2019. Her case shook social media and trended #1 across all platforms. For this campaign, we brought Gigi back once more to create that impact again. Her social media accounts were reactivated one week before the International Day for the Elimination of Violence Against Women, building anticipation for her new short film. Inspire women to stop giving second chances to violence. The Execution Because Gigi lost her life after giving violence a second chance, losing many of the opportunities she would have had, especially in the entertainment industry, we brought her back through a new short film. We began by releasing posters and a teaser to create buzz on social media around Gigi’s “return,” then launched the film on the International Day for the Elimination of Violence Against Women. The short film presents an alternate version of Gigi’s life, what her future could have looked like had she not given violence a second chance. Deepfake technology was used to recreate her face using tens thousands of photos and videos for realism. The film stars Gigi’s younger sister, who speaks from the perspective of someone who truly lost a loved one, urging women to leave harmful relationships and stop giving second chances to violence. The Result The campaign gained massive social attention and significant coverage from both local and international media, achieving over 3,000,000 organic engagements with zero media budget, and generating over 30,000,000 PR value. Most importantly, 47 women experiencing violence reached out for help and were successfully supported into rebuilding their lives. This proves that a true story isn’t just a cautionary tale. When retold with purpose, it can create real impact and truly help people. ***Among many ideas, before developing this campaign, we consulted Gigi’s family to seek their permission. The family fully supported the idea and was ready to cooperate, so that Gigi’s death would not be in vain. Even Gigi’s younger sister agreed to appear in the film herself to help deliver this message and ensure that no one else becomes a victim of violence. With this support, the team decided to move forward with this idea.