2012 Winners & Shortlists

Brief Explanation

Sexual abuse is considered a taboo subject, and people don’t dare talking about it. Our objective was to raise awareness on the topic and encourage victims and witnesses to start reporting the abuse.

The Brief

To raise awareness on sexual abuse hitting 1 out of 7 kids in Lebanon

How the final design was conceived

We wanted to communicate the message to mothers in the same naïve way predators approach their kids. On the front of the bag, we designed phallic decorative shapes and messages: “Do you want candy?”, “Try it! It’s good” “Don’t tell your mommy”, “It will be our little secret” On the back of the bags, tips and helpful information were given on how to prevent and deal with children’s sexual abuse. In this way, we attracted mothers, showing them how easy it is to attract their kids.

Indication of how successful the outcome was in the market

2500 candy bags were distributed among the top 4 private schools, spreading awareness among an average of 3 family members and a total of approximately 7500 individuals. On the next day, the schools were discussing the topic, thus raising awareness among an additional 1800 individuals in each school, including teachers and students with a total of 7200 individuals. A total of 14 700 individuals benefited from the ‘candy bags’ campaign.