In a campaign to raise awareness of child sexual abuse, Sanrakshan.org has transformed a traditional print/poster campaign into an interactive experience to raise awareness of incidents of child sexual abuse.
Conceived by Dentsu Singapore, the campaign looks to address how many cases of abuse go unnoticed because children are afraid to report it. This is often due to children thinking the abuse is their fault or they don’t want to get the abuser in trouble or they think people won’t believe their story.
“Childhood sexual abuse exists, everywhere, in all the sectors of societies, races, and religion,” said Dr.Vani Khare, founder of Sanrakshan.org. “All the countries have strict child protection policies to tackle it. However, there is minimal awareness in the general public because of the discomfort, shame and guilt attached to it. We consider it taboo. It’s about time that we shatter the silence and do something about it.”
The print idea gives for the message ‘Just because you don’t see it, doesn’t mean it’s not happening’ and invites people to scan the poster to reveal the unspoken truth on their mobile device.
After seeing the unspoken truth, a CTA enables people to donate, share their story or sponsor a recovering abused child.
You can learn more at Sanrakshan.org.
Chief Creative Officer: Ted Lim
Executive Creative Director: Andy Greenaway
Head of Art: Trevor Lim
Senior Copywriter: Guilet James Libby
Senior Copywriter: Yew Heong Low
Senior Art Director: Jenn Perng Chong
Account Director: Martin Ong
Senior Art Director: Anushka Yadav
Senior Software Engineer: Pearl Chye
Strategic Planning Manager: Paulo Farias
Associate Director: Buvan Kannan
Client: Dr. Vani Khare (Founder Sanrakshan.org)
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