Cheil Worldwide has created a hard-hitting and impactful campaign for Save the Children Hong Kong, entitled The Sound of Violence, in which an immersive short film using the latest Dolby Atmos 7.1 Surround Sound technology was played before screenings of Hong Kong director and screenwriter Nick Cheuk’s directorial debut, Time Still Turns the Pages, which earned him Best New Director at the Hong Kong Film Awards.
In one of the world’s most densely populated cities, domestic violence against children increased by 29% in 2023, according to the Hong Kong Police. People hear it all the time. But, as neighbours, most remain silent. To illustrate the reality that violence surrounds us and to urge people to report suspected cases, Cheil Worldwide Hong Kong worked closely with Dolby Surround Sound technicians, replicating the sounds of violence and surprising cinema-goers before every screening of Cheuk’s award-winning film about a young boy’s struggle with family trauma, abuse and the weight of suicidal thoughts.
The hijack sparked a nationwide conversation, and the success of Cheuk’s film, both at the box office and at major awards, further amplified the campaign’s impact. The message was clear: The Sound of Violence is all around you. If you hear it, don’t ignore it. Save the number and report it.
The result was an increase of 23% in reports of suspected violence and a 16% increase in home interventions following calls.
Paul Chan, CCO Cheil WW Hong Kong, explains that the film was initially released to a limited audience late last year ahead of its current mainstream cinema run in Hong Kong.
Chan said: “The Sound of Violence,’ shatters the silence surrounding domestic violence against children. By leveraging the power of sound and the familiarity of the ‘Dolby Atmos 7.1 Surround Sound Demo’, typically heard in cinemas, the campaign creates a jarring juxtaposition between the expected cinematic experience and the harsh reality of violence.”
Malcolm Poynton, Global Chief Creative Officer, Cheil WW, adds: “The Sound of Violence is not just a cinema ad, it’s an incredibly powerful audio experience that has moved its Hong Kong audience to act, dramatically increasing the reports of suspected violence towards children. This film proves not just the incredible power of sound craft but the power of creativity to make the world a better place.”
Cheuk, spoke about the heartbreaking research that the process involved in this documentary. He says: “Our society rarely encourages people to explore their own emotions and express their feelings. We focus on achievements and grades, neglecting inner wellbeing.
“Some in the audience may have already experienced such misfortune and can empathise – others may not have experienced it but can now be more attentive to the issue. That’s a good thing. No one deserves to be treated this way. I appreciate everyone involved in supporting children and never imagined such a thing could be done at the beginning of a film. We should not hesitate to express our concern, regardless of the outcome.”
Carol Szeto, CEO of Save the Children Hong Kong, said: “At Save the Children globally, we have zero tolerance for child abuse and violence. In Hong Kong, we’re advocating for a total ban on corporal punishment and urge individuals to report suspicious cases. If you see something or hear something, you should report it. You should not turn a blind eye. And that’s really important. That’s why we’re incredibly excited to partner with Cheil Hong Kong on ‘The Sound of Violence’ to increase public awareness and create a safe, nurturing environment for children.”
In highlighting the cases of domestic violence against children in one of the world’s most densely populated cities through a hard-hitting audio experience, the message is clear: The sound of violence is all around you. Don’t ignore it. Report it.
Credits
Client: Carol Szeto – CEO, Save the Children Hong Kong
Creative Agency: Cheil Worldwide Hong Kong
Chief Creative Officer: Paul Chan
Executive Creative Director: Lili Jiang
Creative team: Paul Chan, Lili Jiang, Ivan Au, Jackie Wong, Leko Lui, Kerry Fan, Kavieng Cheng
SOUND DESIGN (DOLBY ATMOS 7.1 SURROUND SOUND): MBS STUDIO
Sound Team: Yiu Keung George Lee, Burnard Davy To, Wang Sin Marcus Ting, Lok Man Charlotte Chan, Phoenix Lam
CG ANIMATION: Mr. MEAL PRODUCTION
Team: Jacky Chow, Kinman Chow, Grass Cho, Bruce Lee, Stella Wan
