Campaign Tells Backstories Of Six Chinese Juvenile Criminals

Words can be Weapons_You're A Disgrace

Shockingly tragic acts of youth violence are on the rise in China. In recent years, the number of juvenile criminals sentenced by courts more than doubled even when the population of youth was dropping. An even lesser known finding is that in China, childhood verbal abuse has a strong link to adolescent delinquency.

The Center for Psychological Research, Shenyang and Ogilvy & Mather, Beijing have joined hands to launch a creative campaign that raises Chinese public awareness of the serious and detrimental effects of verbal abuse.

In China, verbal child abuse is a taboo topic that is not widely discussed nor easily detected. To help Chinese parents and guardians see the real-life, destructive consequences of verbal abuse, O&M told the backstories of six juvenile offenders in Shenyang Detention Center, who are serving time for serious crimes like murder and assault. Each teen spoke candidly about the scarring words that their parents and caretakers said to them as children, including ‘Moron’, ‘You’re good for nothing’, and ‘Go away and die.”

O&M worked with renowned artist and professor Yong Xie from Shenyang to handcraft those hurtful words out of hard nickel-plated steel. The words are crafted in such a way that they can be reassembled into the shapes of lethal weapons like a gun, a knife and an axe –the same weapons that the teens used to commit their crimes. The work demonstrates how abusive words can actually become weapons.Words can be Weapons_Weapons Case

The word-weapons were showcased at an interactive exhibition in a highly-trafficked shopping center in Shenyang. Shoppers and passersby interacted with the word-weapons and engaged through touch screens and tablets on-site. More than 600 people participated in the two-day event.

WordsCanBeWeapons Exhibition

The O&M team also created a microsite for the unique cause. Visitors can see and experience the words transforming into weapons online, watch videos of each delinquent tell their story, as well as contact professional counselors through the website to talk about emotional and verbal abuse. The results are profound. More than 300 calls were made to the helpline within the first two weeks of the website’s launch.

To spread the message even further, Social@Ogilvy Beijing reached out to social media influencers, such as youth and parenting media editors, through Sina Weibo – generating more than 310,000 impressions within the first month. More importantly, Social@Ogilvy set up an official WeChat account that serves as a hotline for teens in China to reach out anonymously for professional counseling.

More than 30 websites (including Chinese government official websites) carried reports of the project – adding to a total reach of 3.2 million people and counting.

Words can be Weapons_Go Away & DieVisit the “Words can be Weapons” microsite:

Watch the case video:

Follow the conversation on Weibo: #语人为善# (‘words with kindness’)

Follow on WeChat: #青少年心理咨询热线# (‘teen counseling helpline’)

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