Thailand is the world’s #2 in domestic violence against women, but communication efforts rarely capture the attention of the perpetrators themselves: their husbands and partners. The objective of Thailand's Men and Women Progressive Movement Foundation for this campaign is to remind men around the country that violence does not belong in the home. So we staged a stunt at Thailand’s most iconic Muay Thai stadium, with a real victim of domestic violence replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."

Thailand is the world’s #2 in domestic violence against women but communication efforts rarely capture the attention of the perpetrators themselves: their husbands and partners. To spread awareness of the issue, we used Thailand's iconic martial art as the vehicle of our message: Muay Thai. Thousands of Thai men flock to the boxing rings every weekend and millions more watch it live on TV, in a massive celebration of masculinity.