BBDO Bangkok exposes the deadly consequences of domestic violence via new campaign

Domestic violence remains a pressing issue in Thailand, with cases continuing to rise over the years. In 2018 alone, the Ministry of Public Health reported 31,866 incidents of domestic violence. Yet, countless more likely go unreported, hidden behind cultural stigmas and fear of retaliation. Even more alarming, in just the first seven months of 2020, 65.9% of reported cases resulted in deaths—underscoring the devastating consequences of this crisis.

But Thailand is not alone. Domestic violence is a global epidemic. According to UN WOMEN, one in three women worldwide experiences physical and/or sexual violence in their lifetime, often at the hands of an intimate partner. Many cases remain hidden, unspoken due to fear and stigma. In 2022, UNODC revealed a chilling statistic: 48,800 women and girls were killed by intimate partners or family members—a stark reminder of how deadly this issue can be.

Breaking the cycle requires more than awareness; it demands action. To raise awareness of domestic violence and prevent tragedies like the one that claimed the life of Thai rising star Gigi Supitcha and far too many others, BBDO Bangkok has partnered with the Women and Men Progressive Foundation and the Thai Health Promotion Foundation to launch a powerful new campaign titled “Second Chance.

Gigi, a beloved Instagram influencer, singer, and actress, tragically lost her life at the hands of her boyfriend in a domestic violence incident that shocked the nation. Despite surviving a near-fatal confrontation with her boyfriend in the past, her empathy and forgiveness ultimately led to her untimely death. Her story is a chilling reminder of the dangers of giving abusers a second chance.

The campaign began by hijacking Gigi Supitcha’s Instagram account, which had been inactive for a year. A poster for a new movie titled Second Chance, starring Gigi herself, was posted on her account. This unexpected post stunned the internet, garnering over 20,000 engagements within a single day. Comments were divided—some questioned the ethics of posting on her account, while others expressed their longing and admiration for Gigi.

Four days later, the campaign released a teaser for her new “movie” on the same account. The teaser delivered a strong and heart-wrenching message: Gigi will never be in another film because she gave her second chance to her abuser. The post went viral, receiving over 100,000 engagements within 24 hours and sparking widespread discussions about the dangers of forgiving abusers.

The campaign strategically centers around November 25th, the International Day for the Elimination of Violence Against Women, underscoring the urgency of addressing domestic violence and positioning the initiative at the center of global conversations about gender-based violence.

Chanikarn Sitthiaree, Creative Director at BBDO Bangkok, said: “This year’s short film is built on the concept of ‘Second Chance,’ emphasizing the harsh reality that violence often escalates. Forgiving an abuser can cost lives, but refusing to give violence a second chance opens the door to countless opportunities for oneself. Using Deepfake technology, we recreated Gigi Supitcha’s face from over 4,000 images and videos of her, paired with existing voice footage. Additionally, Gigi’s younger sister, Minnie, volunteered to act as a facial reference for the reconstruction. We are deeply grateful to Gigi’s family for their invaluable support in sharing this story to inspire and protect others.”

Angkana Intasa, Head of the Encouragement of Gender Equality Department, said: “This initiative seeks to challenge societal norms that romanticize forgiveness in abusive relationships. By sharing Gigi’s story, we hope to empower women to prioritize their safety and future, reminding them that they deserve better than to risk their lives by forgiving violence.”

Rungarun Limlahaphan, Acting Director of Health Risk Control I Section at the Thai Health Promotion Foundation, said: “Domestic violence is a public health crisis that demands urgent attention. This campaign is a call to action for everyone to take a firm stance against abuse and support victims in escaping dangerous situations.”

Through this campaign, Gigi Supitcha’s story becomes a powerful voice for countless silenced victims, amplifying the message that a second chance for abusers is not worth the risk. The initiative aims to educate and encourage people to take domestic violence seriously, seek help when in danger, and support victims in breaking free from abusive situations.

If you are a victim of violence, the Women and Men Progressive Foundation offers three critical forms of support:
1. Legal Assistance: Free access to lawyers to help victims navigate legal challenges.
2. Safe Housing: A secure shelter for up to one month, ensuring victims have a place to escape and recover.
3. Job Opportunities: In collaboration with JobsDB by SEEK, the campaign connects abused women—particularly housewives who often lack financial independence—with job opportunities to help them rebuild their lives.

These efforts aim to empower victims to regain control of their futures, ensuring that no one is left alone in the fight against domestic violence.

Credits
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Chanikarn Sitthiaree
Creative Group Head: Sasitorn Khamchoo
Senior Copywriter: Parung Chumponanomakun
Producer: Toungrak Jiravatanarungsri
Producer: Paramee Soontornwuttinun
Project Manager: Kanokwan Kaewkern
Group Account Director: Rynrada Rungkritchaiyakul

PR Agency: FleishmanHillard Thailand
Vice President: Kamolrat Plodpai
Vice President M+P: Yaninee Kasitaranon
Senior Account Executive: Sorathorn Moolagul

Production crews
Bob Eye View
Executive Producer: Bobby Navaratana
Director: Patikhom Laphaphan
Assistant Director: Sukanda Piankhunthod
Director of Photography: Supachai Lu
Producer: Direk Jiawlian, Chairit Prapai
Lighting & grip: Tang lighting
Gaffer: Wasin Prachit
Camera: Camera B
Arts&Props: Pradthana Chaijaroensuksakul

Inbetween Co-creation Co., Ltd.
Ai Prompt & Retouch : Chaninart Sangrawee

Compositor : Smittanan Banjongsawad / Rungrote Rotepratak
BIGCHILD
AI Artist (Scene Mae Nak)
Songchai Techawalitpong