Muay Thai Ring Girl Delivers Sobering Message on Thailand’s Domestic Abuse Problems

 JWalter Thompson Bangkok has partnered with Thailand’s Men and Women Progressive Movement Foundation and X Siam Boxing Stadium for a campaign aimed at raising awareness that the country ranks #2 in the world for domestic violence.

During a live televised Muay Thai fight, fans were confronted with the reality of violence against women when a glamorous Ring Girl was replaced by a real domestic abuse victim – made up to resemble the horrific injuries she has actually suffered.

Instead of displaying the round number, her sign simply said, ‘Home is not a Boxing Ring’ #PickYourFight.


“Thousands of kickboxing fans at X Siam Boxing Stadium, one of Thailand’s most traditional rings, were stunned into silence before applauding the victim for her bravery,” JWT said in a release. “The stunt, and an emotional interview with the victim were broadcast to millions at home via live TV. Her image went viral on social media, and people were encouraged to post selfies of themselves holding the same ‘Home is not a boxing ring’ sign, using the hashtag #PickYourFight.

The campaign coincided with the International Day for Elimination of Violence Against Women, on November 25th.

Campaign Credits:


J. Walter Thompson Bangkok
Chief Creative Officer João Braga
Creative Director Thasorn Boonyanate
Associate Creative Director Arayanan Markchoo
Art director Wachira Kanjanawadeekul
Copywriter Pimchanok Chuenkamolpun
Brand Team Leader Supannapa traitonwon
Client services Director Nutthapong Wannakovit
Group Account Director Nuttawut Boonpan
Account Manager Manita Kaewsomnuk
Production Director Jiroj Mechoojit
Producer Jiraporn Channawach

Verve Bangkok (PR)
Managing Director Chanapatt Chindasanguan
Business Group Director Saruttaya Mahanavarani

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