When UN Women came to us looking to launch #metoo in Thailand for women to be heard and helped, we joined forces with Mirum Thailand to create a unique and inspiring digital campaign for violence against women.

However, there's one problem; in Thailand, it's a nation full of victims, but no survivors.

Or at least that's how these women are always perceived - terrified, pitiful, battered in the news, tearjerking testimonials in demure black and white advertisements or beaten, bruised faces displayed online - seen it all before, heard it all before.

The problem with "victim" is it's the story that only shows how scary and unarmed it is to be a woman. By seeing these women as victims, we’ve robbed them of their power. By seeing themselves as one, they’ve robbed themselves of the strength to recover and rise above.

This is how UN-PITY ME came about - we wanted to prove that "victim" is nothing more than a mindset and a perception.