The Thai Health Promotion Foundation and the Women and Men Progressive Foundation have partnered with BBDO Bangkok to launch a campaign against domestic violence with a bold twist. The campaign centers around the late Gigi Supitcha, a Thai public figure who tragically lost her life in 2023. Supitcha had previously survived a near-fatal confrontation with her partner, only to face another incident of violence by the same individual, leading to her death.
The activation began by reviving Supitcha’s dormant Instagram account with a poster for a fictional movie titled Second Chance. Four days later, a video teaser was released on the same account, featuring an AI-generated Supitcha delivering a poignant message: she would never star in another film because she gave a second chance to her abuser. The post went viral, garnering over 100,000 engagements within 24 hours and sparking critical conversations about the challenges of confronting abuse.
The campaign’s unconventional approach raised ethical questions among audiences. Is it acceptable to use AI to ‘resurrect’ figures who have passed away? Who holds the rights to a deceased individual’s likeness, data and digital accounts? This campaign secured consent and collaborated closely with Supitcha’s family. Supitcha’s younger sister also volunteered as a facial reference for the deepfake reconstruction used in the teaser.
While risky, this bold method of communication delivered its message with the weight and impact the topic deserves. Domestic violence continues to be a global issue — according to UN Women, one in three females worldwide will experience gender-based violence in their lifetime, often from intimate partners or family members. Many cases go unreported due to cultural stigmas or fear of retaliation. So, raising awareness and mobilizing support is worth navigating ethical complexities.
