Background

In Hong Kong, domestic violence against children increased by 29% in 2023 (Hong Kong Police).

In one of the world’s most densely-populated cities, we hear it ALL the time.

But as neighbours, most of us stay silent.

Creative Idea

The sound of violence is all around you.

To illustrate the reality that violence surrounds us (and to urge people to report suspected cases), we recreated the iconic 'Dolby Atmos 7.1 Surround Sound Demo', typically played before every film in cinemas.

However, in a bold move, every sound element in the demo was replaced with the hard-hitting sounds of real violence.

Insight

Hong Kong is one of the world’s most densely-populated cities, where residents live in extreme proximity to one another.

This close proximity means that we hear the sounds of arguing, shouting, screaming and potential cases of domestic violence against children ALL the time.

And yet as neighbours—and despite being witnesses—the cultural norm is to stay silent.

Strategy

The strategy behind 'The Sound of Violence' was to shatter the silence surrounding domestic violence against children.

By leveraging the power of sound and the familiarity of the 'Dolby Atmos 7.1 Surround Sound Demo', typically heard in cinemas, the campaign creates a jarring juxtaposition between the expected cinematic experience and the harsh reality of violence.

This bold, disruptive approach aims to captivate and engage the audience, eliciting a strong emotional response and prompting them to reflect upon the prevalence of violence in society.

By utilising this strategy, Save the Children seeks to spark conversations, generate awareness and drive action.

The campaign intends to empower individuals to take a stand against violence, report any instances they encounter, and contribute to creating a safer environment for children and communities.

Execution

Working closely with Dolby Surround Sound technicians, we replaced every sound element with hard-hitting sounds of real violence.

In collaboration with acclaimed director Nick Cheuk, we then surprised cinema-goers just moments before every screening of his award-winning film, ‘Time Still Turns the Pages’—a poignant tale about a young boy's struggle with family trauma, abuse and the weight of suicidal thoughts.

Results

‘The Sound of Violence’ surprised thousands of cinema-goers across Hong Kong with a hard-hitting, fully-immersive audio experience.

The hijack sparked a nationwide conversation.

The success of Nick Cheuk's film, both at the box office and at major film show awards, further amplified its impact.

+23% reports of suspected violence

+16% home interventions following calls

The message was clear:

THE SOUND OF VIOLENCE IS ALL AROUND YOU. IF YOU HEAR IT, DON’T IGNORE IT. REPORT IT.