How much harm can few words do?

Words can be weapons, Shockingly tragic acts of youth violence are on the rise in China. 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.


Project Title: “Words can be Weapons”
Client: Center for Psychological Research, Shenyang
Creative Agency: Ogilvy & Mather, Beijing
Creative Directors: Graham Fink, Juggi Ramakrishnan, Wilson Chow, Doug Schiff, Xingsheng Qi
Designers: Yong Xie, Xingsheng Qi, Soonguan Poh
Copywriters: GuiLin Bo, Chuyu Li, Juggi Ramakrishnan, Wilson Chow
Art Directors: Xingsheng Qi, Xiaodong Xiao, Lei Fu, Kaixin Li, Yong Xie, Fei Wang
Video Editor: Morris Ku
Creative Technologist: Eric Wu
Innovative Digital Planners/producers: Rita Yang, Quetina Yang
Web Designer: Jason Wee, Didi Shao, Sisi Xing
Film Producer: Jing Li
Social Media Leads: Jeremy Webb, Bob Wang
Content and KOL Manager: Ben Xu
Platform Technical Support: Frank Chen
Outdoor Production Supervisor: Jinfeng Ding
3D Designers: Yu Guo, Xing Wan, Tongxue Wang, Wanqiu Lin
Animation Designer: Zheng Sun
Software Motion Designer: Lei Zhang
Music: Massive Music, Kaiser Sound Studio, Shanghai