In 2016, 67 children died from the beatings of a relative and 19,700 complaints were filed for sexual abuse against minors.
With this in mind, LOLA MullenLowe in Paris and the Ministry of Solidarity and Health have launched an unprecedented campaign to raise awareness surrounding the different forms of child abuse and empower all citizens to take action.
On the International Child Day – 20 November 2018 – 5 shocking campaigns were broadcasted in a 1 minute 40 second compilation each illustrating a type of child abuse, with the first being aired right before the 8 o’clock news on France 2.
1 minute 40 of continuous child abuse to send a strong message: As long as nothing is done, the abuse will continue to go on.
Each spot features a different residential facade from which you hear the sounds of children suffering abuse (physical, psychological, sexual negligence…).
The facades are purposefully different in order to remind viewers that child abuse occurs across all social classes. A block of flats, a mansion in the countryside, a townhouse… all children are concerned regardless of where they live.
The last spot shows viewers how they can help stop child abuse by dialling a dedicated number: 119.
Cedric Gueret, Executive Creative Director of LOLA MullenLowe Paris told us;
“It takes a village to raise a child, and therefore in my opinion, an army to protect them. With this in mind, we are all responsible for our children and need to be aware of what happens behind closed doors. Our campaign depicts the various types of child abuse but most importantly, the deadly affects repeated abuse can have on them”.
“We were touched by this issue, having children of our own. We felt obliged to shine light on the fact that one child in every 5 days dies from repeated abuse by a loved one such as their father, mother, uncle, aunt or siblings… it sadly goes without saying that even more children die from abuse by society. We believe it’s 1 in 3”.
“Since launching the campaign, I myself have realised the inevitable repercussions child abuse has on individuals growing up and now adults. The impact is devasting and the thousands of comments received demonstrate that many have never even talked about it, let alone helped to deal with it.”
“The facts and figures read in our initial brief only became real when we started to receive comments on YouTube from real people, the numbers therefore became names of actual people”.
This campaign was shared and amplified across social networks including YouTube. To join the conversation #EnfanceEnDanger.