PAVE SINGAPORE
UNHAPPY FAMILY
In Singapore, 60% believe that domestic violence is a private matter. Only 10% are willing to report to the authorities. Most aren’t even aware of the tell-tale signs of domestic violence. Or the long term effects.
So together with PAVE, Singapore’s pioneer family violence specialist centre, we created a simple and engaging way to help people recognise it, talk about it and stand against it. Unhappy Family is a special edition based on the classic card gard ‘Happy Family’ played by Singaporean familes over 50 years.
To bring this to life in the most authentic way, my partner and I flew to Penang, hunted down the producers of the original card game in a small factory and pitched to recreate this new version of illustration.
Original Happy Family vs Unhappy Family
The game play remains the same: be the first to collect complete families. However, as you play the game, you’ll learn about the different tell-tale signs, ripple effects and immediate solutions to the cycle of violence. The characters in the game were based on true stories of abuse that we got from PAVE Singapore. Through the same illustration style as the original cards, we showcased shocking stories of physical, verbal, financial, sexual, elderly abuse along with an explanation on the back that recounted their experiences.
Volunteers across Singapore in heartland events, community centres, schools and specialist centres used the card game as a starting point to educate and help those who do not know how to speak about it. In the end, the goal was to simply allow families to learn and talk about a difficult topic in a safe environment.
TBWA Singapore
Creative team: Raquel Ang