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Award: Wood Pencil

Wood Pencil / Direct / Addressed Direct Mail Low Volume 501 - 10,000 / 2006

Arc Worldwide were tasked with making Malaysians understand that the horror of abuse isn't limited to physical violence, but also psychological and emotional abuse. Threats, insults and put-downs can be just as damaging because they can scar a victim for life. They designed a low-cost mailer that innovatively combined two common objects - a sheet of carbon paper and an envelope. On the outside of the envelope there is an unusual request: to write down the most hurtful thing you've said to someone, in the space provided. You'll then realise that your hurtful words have scarred an image of a woman inside. A message from Women's Aid Organisation (WAO) follows next, seeking support to sign a petition against gender violence. 1,500 mailers were distributed to WAO partners and at WAO road shows.

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