AWARE Singapore / Put A Stop

Problem: Singapore is known globally as one of the safest countries. Yet 95% of AWARE’s (Association of Women for Action and Research) hotline calls came from victims of acquaintance rape. And during festive seasons, it is common for date rapes to spike. AWARE sought to create greater public awareness of this sensitive issue, and draw attention to the fact that during moments of passion, lines can be blurred.

Solution: We punctuated our message with a clever use of LED Christmas lights to emphasize the uncertainty one might experience in such intimate situations. LED lights were fitted within the message so they appeared as full stops. With the lights blinking on and off, the same message was punctuated differently, allowing for 2 distinct interpretations.