2012 Winners & Shortlists

The Brief

Issue Today, 1 out of 7 children in Lebanon is a victim of sexual abuse, and what’s even more outrageous is that no one dares to talk about it. Abuse often happens within a family and is never reported, as it threatens the family’s reputation and pride. Objective Raise awareness on the topic and encourage victims and witnesses to start reporting the abuse. Strategy & Creation Our message was simple: children can be targeted anywhere and anytime.

Creative Execution

Kids in parks can get easily approached by predators, and often fall into their trap. The stunt created eye-opening reactions from people, showing them their kids are not always safe from sexual abuse.

Describe the creative solution to the brief/objective.

Parents accompanying their children were given a real wake-up call in public parks when they saw a man sitting on a bench, camouflaged to blend into it, and discovered later he could be a predator. Flyers were placed next to the camouflaged man. On the front, the card featured a similar visual from our print campaign. The back revealed its purpose and offered helpful tips for prevention.

Results

Results Kids dragged their parents to go see the camouflaged man on the bench. Over the weekend, more than 6000 people engaged with our stunt.