MUSE Gold

2022

Virtual Reality: Life is not a game

Entrant Company

This Life

Category

Integrated Marketing - Nonprofit

Client's Name

This Life

Country / Region

Cambodia

Gender-based Violence remains a critical issue in Cambodia. A third of Cambodian men admit to having used violence against women, while 49% of domestic violence survivors remain silent. Additionally, victim-blaming is very much a part of Cambodian culture, with 66% of the population believing that victims should remain silent for the sake of the family unit.

This Life, a Cambodian Based Australian NGO, carries out a powerful campaign as part of the global 16 Days of Activism Campaign to End Gender-based Violence.

The campaign was a powerful call to action that encouraged family, friends and neighbours to Reach Out, Check In and Act, to make sure women and children are safe.

One of our operational objectives is to reduce the incidence of violence against women and children in Cambodia and its destructive impact on women, girls, children, families and communities.

This involves

• Enhances local-level community engagement of vulnerable, at risk families

• Improving the understanding of respectful, healthy relationships in the wider community

• Strengthening understanding of violence against women and children, and the law on domestic violence at a national level

• Changing cultural attitudes on gender-based violence

Our Communications Strategy addressed the above focus areas through the production and release of the ‘Virtual Reality' video, and an interlinked social media campaign. The video concept was developed over several months, and discussed with a range of people across the community.

A schedule was developed for social media postings over 18 days, with the video, a selection of useful tips, reaction videos, photo reveals, and statements. A fundraising component was also included in the campaign. In conjunction, we established a resource, ACT on our website. The website provided contact information and services available to women and children, information on legislation and how women are protected by the law, and tips on how friends, neighbours or family members could recognise and support women experiencing violence, to ensure they could be kept safe. The resources are available in Khmer and English.

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