The Sound of Violence

Cheil Worldwide has created a hard-hitting and impactful campaign for Save the Children Hong Kong, entitled The Sound of Violence, in which an immersive short film using the latest Dolby Atmos 7.1 Surround Sound technology was played before screenings of Hong Kong director and screenwriter Nick Cheuk’s directorial debut, Time Still Turns the Pages, which earned him Best New Director at the Hong Kong Film Awards.

In one of the world’s most densely populated cities, domestic violence against children increased by 29% in 2023, according to the Hong Kong Police. People hear it all the time. But, as neighbours, most remain silent. To illustrate the reality that violence surrounds us and to urge people to report suspected cases, Cheil Worldwide Hong Kong worked closely with Dolby Surround Sound technicians, replicating the sounds of violence and surprising cinema-goers before every screening of Cheuk’s award-winning film about a young boy’s struggle with family trauma, abuse and the weight of suicidal thoughts.

The hijack sparked a nationwide conversation, and the success of Cheuk’s film, both at the box office and at major awards, further amplified the campaign’s impact. The message was clear: The Sound of Violence is all around you. If you hear it, don’t ignore it. Save the number and report it.

The result was an increase of 23% in reports of suspected violence and a 16% increase in home interventions following calls.

In highlighting the cases of domestic violence against children in one of the world’s most densely populated cities through a hard-hitting audio experience, the message is clear: The sound of violence is all around you. Don’t ignore it. Report it.