The Center for Psychological Research in Shenyang, northern China, is a government body concerned about the rise of juvenile crime in the country. They wanted parents and teachers to understand that emotional abuse during childhood can cause significant psychiatric problems in later life, sometimes leading to violent crime. To persuade parents to reassess their behaviour, OgilvyOne Beijing asked six juvenile delinquents to describe their childhoods. In each case, abusive words were instrumental in the formation of their character. The agency took these words and transformed them into the same weapons the juveniles had later used to commit crimes. The stark, steel weapons were displayed at an exhibition, where people were invited to deconstruct them and their surrounding stories. Extending the stories to the web, interactive 3D renderings were created and presented across touchscreens and tablets.
- Center for Psychological Research, Shenyang
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