The 'Words Can Be Weapons' campaign aims to teach people in China about the harm of insults, and the deep lasting effects they can have. By using art, Hidden Foo makes viewers stop and think about the mean phrases they sometimes say to family and friends.
Each art piece is a photo of several puzzle pieces arranged first as a Chinese symbol or phrase and then as an interconnected weapon. The puzzle pieces are made of cold metal geometric shapes or blades that can be organized into letters, but when connected, they form a gun or knife. Some of the phrases translate into, "You're a disgrace" and "You're good for nothing."
Partnering with Ogilvy & Mather Beijing for the campaign, The Center for Psychological Research of Shenyang hopes to bring a change to the Chinese culture of vocalizing shame, disappointment and embarrassment.
Insult Prevention Campaigns
This 'Words Can Be Weapons' Art Series Transforms Insults into Guns
Trend Themes
1. Insult Prevention Education - The 'Words Can Be Weapons' campaign presents an opportunity for educational programs and technologies that teach healthy communication habits.
2. Art as Awareness Campaign - The use of art in the 'Words Can Be Weapons' campaign demonstrates the potential for using creative forms of media to raise awareness and engage audiences.
3. Culture-shifting Campaigns - The 'Words Can Be Weapons' campaign presents an opening for businesses and organizations to take action towards promoting healthy linguistic culture, and aligning with societal values.
Industry Implications
1. Education - The 'Words Can Be Weapons' campaign highlights a need for preventative education, particularly in schools and institutions, that addresses verbal abuse and means of improving communication among youth.
2. Art and Design - The 'Words Can Be Weapons' campaign demonstrates an opportunity for artists and designers to strategically use their creative abilities to effect cultural change and social impact.
3. Advertising and Marketing - The 'Words Can Be Weapons' campaign presents an opportunity for businesses to align marketing strategies with socially responsible goals and values, and generate brand loyalty through positive promotion of healthy communication habits.