Gigi Supitcha, a beloved Instagram influencer, singer, and actress, lost her life in April 2023 at the hands of her boyfriend in a domestic violence incident that shocked Thailand. Despite surviving a near-fatal confrontation with her boyfriend in the past, her empathy and forgiveness ultimately led to her untimely death. Her story is a chilling reminder of the dangers of giving abusers a second chance.
BBDO Bangkok has made Gigi Supitcha’s story the spearhead of its campaign against domestic violence, Second Chance, for Women and Men Progressive Foundation and the Thai Health Promotion Foundation.
Domestic violence remains a pressing issue in Thailand, with cases continuing to rise over the years. In 2018 alone, the Ministry of Public Health reported 31,866 incidents of domestic violence. Yet, countless more likely go unreported, hidden behind cultural stigmas and fear of retaliation. Even more alarming, in just the first seven months of 2020, 65.9% of reported cases resulted in deaths.
And Thailand is not alone. Domestic violence is a global epidemic. According to UN WOMEN, one in three women worldwide experiences physical and/or sexual violence in their lifetime, often at the hands of an intimate partner. Many cases remain hidden, unspoken due to fear and stigma. In 2022, UNODC revealed a chilling statistic: 48,800 women and girls were killed by intimate partners or family members—a stark reminder of how deadly this issue can be.
The BBDO Bangkok campaign began by hijacking Gigi Supitcha’s Instagram account, which had been inactive for a year. A poster for a new movie titled Second Chance, starring Gigi herself, was posted on her account. The unexpected post stunned the internet, attracting over 20,000 engagements within a single day. Comments were divided, some questioned the ethics of posting on her account, while others expressed their longing and admiration for Gigi.
Four days later, the campaign released a teaser for her new “movie” on the same account. The teaser delivered a heart-wrenching message – Gigi will never be in another film because she gave her second chance to her abuser. The post went viral, receiving over 100,000 engagements within 24 hours and sparking widespread discussions about the dangers of forgiving abusers.
The campaign centers strategically around November 25, the International Day for the Elimination of Violence Against Women, underscoring the urgency of addressing domestic violence and positioning the initiative at the center of global conversations about gender-based violence.
Chanikarn Sitthiaree, creative director at BBDO Bangkok, explained, “This year’s short film is built on the concept of Second Chance, emphasising the harsh reality that violence often escalates. Forgiving an abuser can cost lives, but refusing to give violence a second chance opens the door to countless opportunities for oneself. Using Deepfake technology, we recreated Gigi Supitcha’s face from over 4,000 images and videos of her, paired with existing voice footage. Additionally, Gigi’s younger sister, Minnie, volunteered to act as a facial reference for the reconstruction. We are deeply grateful to Gigi’s family for their invaluable support in sharing this story to inspire and protect others.”
Angkana Intasa, head of the Encouragement of Gender Equality Department, added, “This initiative seeks to challenge societal norms that romanticise forgiveness in abusive relationships. By sharing Gigi’s story, we hope to empower women to prioritise their safety and future, reminding them that they deserve better than to risk their lives by forgiving violence.”
Rungarun Limlahaphan, acting director of Health Risk Control I Section at the Thai Health Promotion Foundation, stated, “Domestic violence is a public health crisis that demands urgent attention. This campaign is a call to action for everyone to take a firm stance against abuse and support victims in escaping dangerous situations.”
The initiative aims to educate and encourage people to take domestic violence seriously, seek help when in danger, and support victims in breaking free from abusive situations.
Credit:
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Creative Director
: Chanikarn Sitthiaree
Creative Group Head :
Sasitorn Khamchoo
Senior Copywriter
: Parung Chumponanomakun
Producers: Toungrak Jiravatanarungsri & Paramee Soontornwuttinun
Project Manager: Kanokwan Kaewkern
Group Account Director: Rynrada Rungkritchaiyakul
PR Agency: FleishmanHillard Thailand
Vice President: Kamolrat Plodpai
Vice President M+P : Yaninee Kasitaranon
Senior Account Executive : Sorathorn Moolagul
Production: Bob Eye View
Executive Producer: Bobby Navaratana
Director: Patikhom Laphaphan
Assistant Director: Sukanda Piankhunthod
Director of photography: Supachai Lu
Producers: Direk Jiawlian, Chairit Prapai
Post-Production: Inbetween Co-creation Co. Ltd.
AI Prompt & Retouch: Chaninart Sangrawee
Compositor : Smittanan Banjongsawad & Rungrote Rotepratak
Post-Production: BIGCHILD
AI Artist: Scene – Mae Nak; Songchai Techawalitpong
