TBWA Singapore has completed a pro bono partnership with APOPO, culminating in a campaign that transforms an invisible humanitarian crisis into a permanent public monument. On April 3, a 2.2-meter stone monument was unveiled in Siem Reap, Cambodia, presided over by Ly Thuch, First Vice-President of the Cambodian Mine Action and Victim Assistance Authority (CMAA).
The monument tells the story and honors an unlikely hero: Magawa, a landmine-detection rat who spent his career searching for danger beneath the surface.
Trained by APOPO, an organization that deploys African giant pouched rats — known as HeroRATs — to detect explosives left behind by war, Magawa helped clear more than 141,000 square metres of contaminated land, roughly the size of 20 football pitches. His speed transformed the economics of mine clearance, covering a tennis court in just 30 minutes. A task that would take a metal detector operator up to four days. When he retired in 2022, Magawa become the only rat ever awarded a World Guiness World Record (that was later broken by Ronin), and a PDSA Gold Medal, the highest honor for animal bravery.
Despite wars ending decades ago, millions of landmines remain buried across Cambodia. The monument was carved from local stone by artisans from Satcha Handicraft Center, ensuring authenticity while supporting the local community.
Carved from local stone by Cambodian artisans from Satcha Handicraft Center, the statue commissioned by APOPO depicts Magawa wearing his medal and the harness he used during operations. Its landmine-shaped pedestal contains fragments of decommissioned explosives, and a symbol of his victory over the threat. Located in central Siem Reap, the monument stands in one of the city’s most visited areas, directing tourists to APOPO’s centre where they can learn how the rats are trained and understand the lasting impact of landmines on Cambodian communities.
The statue is more than a tribute to one remarkable animal. It is a call to action. With millions of landmines still buried and funding for clearance operations dwindling, Cambodia’s invisible war is far from over. Magawa fought it quietly, one step at a time. This monument ensures the world cannot look away.
“This project shows how creativity can shape culture, not just communications,” said Peter Khoury, Chief Creative Office Asia at TBWA\Singapore and OA Asia. “By creating something permanent, we’ve helped ensure the landmine crisis remains visible for years to come.”
The unveiling has captured global attention with coverage from BBC, Reuters and South China Morning Post. A powerful reminder that even in times of conflict and uncertainty, stories that endure are those of hope, persistence and unlikely heroes.
CREDITS
A Pro-Bono Collaboration: TBWA\Singapore, Kohlective Cambodia, APOPO
Supporting Partners: Satcha
