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On 8 March 2014, WAO launched its nationwide public education campaign #NoExcuseForAbuse to raise awareness on domestic violence. WAO has worked closely with victim survivors of domestic violence for 32 years. We know that women found it hard to walk away from abuse. Many may not realise that they are being abused. Others continue to believe things will change and justify the abuse without knowing it.

Through this campaign, we want to target the earlier phase of domestic abuse before it snowballs. We are reaching out to those who are in doubt, who are questioning whether things are going right in their relationships. We are also inviting all to make a firm stand that there is no excuse for abuse.  And we are introducing TINA, a virtual friend of WAO that victim survivors can reach out to for help.


 Be it physical, verbal or emotional, there’s #NoExcuseForAbuse

The campaign comprises the following:


1. Installation Art Exhibition 

Enjoy an unusual art exhibition and be more knowledgeable about domestic violence

An installation art exhibition was launched in Publika on 8 March 2014, in conjunction with the International Women’s Day. The installation art is a display of blouses with hand-stitched words representing the voices of victim survivors. Each blouse features a thought that a survivor had told herself when she experienced abuse, i.e., ‘I’m afraid of him, but leaving him will just bring shame to my family,’ or ‘It’s alright, he apologised. He said he’ll never do it again.’ The hand-stitched words together with the blouse are meant to portray a haunting feeling, similar to the fear experienced by domestic violence survivors.

The installation art will be displayed in Publika from 8 – 17 March 2014 and My Hero Hypermarket at Sri Damansara and Puchong from 22 – 31 March 2014.  It will also be displayed at other venues in the Klang Valley, East Coast and East Sarawak. Watch this space for the dates of the upcoming events.


2. Pledge of Support – #NoExcuseForAbuse

Take a photo and show your support

Women politicians and women from all walks of life pledged their support to the campaign by uploading their photographs wearing the #NoExcuseForAbuse t-shirts on social media. Politicians from both sides of the aisles namely YB Hajah Nancy Shukri, Minister in the Prime Minister’s Department; YB Hannah Yeoh, Selangor Assembly Speaker; YB Nurul Izzah, MP for Lembah Pantai and YB Mas Ermieyati Samsudin, Puteri UMNO Chief came together in a special photography session to say no to abuse. The photographs were launched on social media on 8 March 2014. Staff from Yayasan Sime Darby, one of WAO’s donors, also took part in the photo shoot.

Members of the public are invited to make a pledge too. Use the tag #NoExcuseForAbuse and pledge your support on social media.


3. TINA – SMS helpline

If you or someone you know experience domestic abuse, SMS TINA at 018 988 8058.

TINA is a virtual friend of WAO. TINA, or ‘Think I Need Aid,’ is WAO’s SMS helpline to reach out to victim- survivors of domestic violence.

Some people may find it difficult to call a helpline or talk to a complete stranger. They may be more comfortable to reach out to      a friend. As a friend, TINA will encourage survivors to think about her options and point out where she can get help.

TINA SMS helpline is a safe space for all to talk about their inner most feelings. The information shared will be kept confidential.


Radio Public Service Announcements

Look out for our radio public service messages

WAO’s radio public service announcements will be aired from 8 March 2014 onwards.


This campaign is supported by:

US Embassy, TBWA Kuala Lumpur, Studio DL, Publika and My Hero Hypermarket.


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