When “Air” saw “Man” at the bar she was working at, she fell for him. Before Man left, his friends took a picture of him and Air. The photo marks one of the many “firsts” that were about to come in this new, romantic relationship. They went on a first date, he gifted her the first birthday present, and soon, they shared the first key. Ah, so many sweet, memorable “firsts,” right? Sadly, Air’s love story isn’t as beautiful as it sounds, as she experienced a different kind of “first.” Before she knew it, she was already trapped inside an abusive relationship.

Like Air, there are many other women who see their relationships going from sweet to bitter, being subject to domestic abuse on more than one occasion. To show that such acts of violence never stop at the first “first,” Wunderman Thompson Thailand teamed up with Women and Men Progressive Movement Foundation for the launch of the “Museum of First Time,” a campaign that walks visitors through a virtual gallery that reminds them that when it comes to domestic violence, #OnceIsEnough.

Developed in conjunction with Electrolux and Thai Health Promotion Foundation and launched to coincide with the International Day for Elimination of Violence against Women (celebrated November 25), the initiative is based on the real story of Air, who shares how Man turned from a “quiet and mature guy” into an abuser.

The cases of abused women rose during COVID-19. But the health crisis has also left the foundation unable to organize events and marches to raise awareness about this issue. Yet, there is still an interactive way to reach people and warn them about domestic violence. Attending virtual museums was a highly popular activity people adopted during the pandemic. Based on this insight, the foundation uses the digital world to speak about the grim reality many ladies are experiencing, hopefully encouraging other victims to get out of this vicious circle.

Upon accessing the museumof1sttime.com, visitors are introduced to a story that feels lovely rather than sad. They are invited to click on the objects around the house to find more about the relationship between Air and Man. Each object is linked to a “first:” first photo, first present, first engagement ring. But the story isn’t all milk and honey: As the audience stumbles upon a first slap, a first promise to stop doing it, a first lock up, they learn that domestic violence doesn’t stop at the first time.

The experience ends with a video showcasing Air empowering women to love themselves more, more than a man who is abusing them. “If I could turn back time, I would leave at the first time too,” she says. Before leaving the museum, visitors are invited to anonymously share their stories.

Jaded Chouwilai, Founder of Women and Men Progressive Movement Foundation, explains: “This is a terrific effort that allows everyone to learn about domestic violence through the virtual museum. To learn from a real-life case study on how a first-time victim was abused. From a romantic moment to a fight that escalated into more violent behavior. This will demonstrate to everyone that domestic abuse never ends at the first time. Even though men always apologize and make promises, they can never keep those promises and still hurt their partner.”

“We believe that the Museum of First Time will raise women’s awareness of the issue and encourage them to leave abusive relationships, which the foundation will support with all of their resources, both legally and in advice on how to start a new life. We want to reach those who have not yet been abused as well. We hope that if they ever have to deal with domestic abuse, they will end it the first time. Importantly, we hope that domestic abuse will be extinguished in Thailand and that we will never have to make a campaign on this issue again,” adds Chanikarn Sitthiare, Creative Group Head from Wunderman Thompson.

The foundation exists to promote gender equality by educating victims of domestic abuse and gender-based violence about their rights and how they can be helped. To bring the virtual museum to life, the agency used the raw data provided by the foundation. According to the information, when domestic abuse takes place, men seek women’s forgiveness by promising to stop such kind of toxic behavior. Trusting their partners, most ladies return, only to find out that the abuse didn’t stop.

Credits:

Client: Women and Men Progressive Movement Foundation

Agency: Wunderman Thompson Thailand

CEO: Maureen Tan

Chief Creative Officer: Park Wannasiri

Executive Creative Director: Thasorn Boonyanate

Creative Group Head: Chanikarn Sitthiaree

Art Director: Panupong Putong

Copywriter: Nonthapat Cholavit

Production Director: Jiroj Mechoojit

Managing Partner: Vichien Techabunyat

Account Director: Rynrada Pisawongprakarn

Project Manager: Kanokwan Kaewkern

Wunderman Thompson Developers

Digital Project Manager: Pachara Tangsupap

Front-End Developer: Tanawat Wongsawan

Digital Designer: Serin Chittchang

360 Team:  Biza Enterprise Co.,ltd.

Thammarat Punyaponvittaya

Monthon Boonyai

Phapada Wongbeasujj

PR Team:  Verve Bangkok

Managing Director: Chanapatt Chindasanguan

General Manager: Saruttaya Mahanavarani

Group Operations and Production Director: Setthathip Sethanandha

Business Group Director: Pornchanan Yamarat

Senior PR Executive: Phitchaya Srithiphaphirom

Influencer Relations Supervisor: Pornthip Sarika

Influencer Relations: Suphatsara Suramas

Influencer Relations: Tanyaporn Yoshida

Influencer Relations: Plaichol Na Songkhla

Production Team: Bob Eye View

Director of photography: Navaratana Donkort

Art Director: Pradthana Chaijaroensuksakul

Cameraman: Nopadol Ninratanabunpot

Digital Operation: Pattarapol Wesruangwit

Retoucher: Trirat Pattanaamponchai

Music Score / Video Editor: Thasorn Boonyanate

Voice Over: Pattarasuda Anuman Rajadhon