Save the Children Hong Kong has launched a powerful campaign titled “The Sound of Violence,” created by Cheil Worldwide. This campaign features an immersive short film using Dolby Atmos 7.1 Surround Sound technology, shown before screenings of Hong Kong director Nick Cheuk’s acclaimed debut, Time Still Turns the Pages. This film, which earned Cheuk the Best New Director award at the Hong Kong Film Awards, vividly portrays a young boy’s struggle with family trauma, abuse, and suicidal thoughts.
In Hong Kong, one of the world’s most densely populated cities, domestic violence against children saw a 29% increase in 2023, as reported by the Hong Kong Police. Despite the frequent occurrence of such violence, many neighbors remain silent. To highlight the pervasive nature of domestic violence and urge people to report it, Cheil Worldwide Hong Kong collaborated with Dolby Surround Sound technicians. They replicated the disturbing sounds of violence, surprising cinema-goers before every screening of Cheuk’s award-winning film.
This innovative approach sparked a nationwide conversation. The success of Cheuk’s film, both at the box office and at major awards, further amplified the campaign’s impact. The core message resonated clearly: The sound of violence is all around you. If you hear it, don’t ignore it. Save the number and report it.
The campaign achieved significant results. There was a 23% increase in reports of suspected violence and a 16% increase in home interventions following these reports. By highlighting the urgent issue of domestic violence against children through a hard-hitting audio experience, “The Sound of Violence” emphasizes the need for vigilance and action.
This professional campaign, published in China in May 2024, was created for Save the Children Hong Kong by Cheil Worldwide. It is an integrated medium campaign related to the Public Interest industry and contains two media assets. Through this innovative and impactful initiative, Save the Children Hong Kong continues to advocate for the protection and well-being of children in the region.
