The films crafted for each of the Protective Rhymes are the cornerstone of our visual storytelling, springing the words to life through short branded content videos.

Leveraging a unique craft style, we utilized miniature sets to create immersive and engaging scenes that captivate young audiences. Through this innovative approach, we aimed to deliver impactful messages about child sexual abuse in a friendly, age-appropriate format.

We crafted a unique visual narrative employing a distinctive film style reminiscent of traditional puppet shows and children's animated programs.

Child sexual abuse is an issue impacting children everywhere, and the Middle East is no exception.

One in 9 children in the Middle East is a victim of sexual abuse.

In the Arab world, there have been shy attempts to grow awareness and education among parents and children.

However, open dialogue about body safety and protection of boundaries with children still face taboos within many societal segments.

General sexual education is not prevalent in the region. Parents and well as institutions often avoid any kind of talk that may make children too aware of their bodies sexually.

Fear of stigma, cultural sensitivities and lack of education have left children in the Arab world more vulnerable to abuse.

Our main characters, Sarah the Cat and Talal the Turtle, are brought to life as endearing puppets, each representing a unique personality and perspective.

To depict various scenarios where a child might encounter a potential abuser, we created five different miniature sets. These sets represent familiar locations such as school, playground, bathroom, park, and bedroom, providing context for the educational messages conveyed in each video.

In each short video, Sarah and/or Talal are in each of the five locations, singing the music lyrics in the voices of children.

THE CHALLENGE

One in 9 children in the Middle East are victims of sexual abuse.

And some forms of abuse can be preventable with proper awareness and education.

However, research on parents in the region has shown that a staggering 86% of parents admit not to know how to educate their children about body safety.

A sentiment that remains consistent across levels of education or social classes. Parents’ anxiety and apprehension is the same.

Even when parents understand its importance, they do not know how to have the talk.

THE OPPORTUNITY

Anghami’s regional platform offered extensive reach among parents in the Arab world.

It had the opportunity to use its platform to develop a tangible solution that makes body safety education easy for all parents and engaging for all children.

Using what it did best, music.

AN INFLUENTIAL IDEA SPARKING CONVERSATION AT SCALE

15M+ views for the films and song streams across platforms.

$4.1M in earned media value, for an initial budget of $100,000, with the campaign, being picked up by influential regional media outlets including Sky News Arabia and Dubai One.

+53% increase in conversation about child sexual abuse in regional media, a testament to the idea’s talkable nature.

DRIVING ACTION, SUPPORT AND LASTING CHANGE

+186% awareness of body safety among children surveyed after their exposure to the songs, and a +78% increase among parents.

Joining us in our commitment to the cause, child-focused brands including Babyshop endorsed the campaign, and school networks pledged to adopt body safety education as part of curriculums.

RHYME 1: MY BODY BELONGS TO ME - Teaching body boundaries, it makes children aware that their body is their own, and not for anyone to touch or see.

My body, my body, My body belongs to me.

My arms, my legs, my face Are okay for you to see.

But my bottom, my chest, and everything else

All belong to me.

My body, my body,

My body belongs to me.

Without Mummy and Daddy,

no one can touch me in places that no one else can see.

My body, my body, My body belongs to me.

RHYME 2: YOUR BODY BELONGS TO YOU - It teaches children about others’ private body parts that are not okay for them to see or touch even when asked or invited.

Your body, Your body, Your body belongs to you.

Your arms, your legs, your face are okay for me to see.

But your bottom, your chest, and everything else all belong to you.

Your body, Your body, Your body belongs to you.

I can not touch you in places that no one else can see.

Your body, your body, Your body belongs to you.

RHYME 3: WE KEEP NO SECRETS - Children that are subject to priming are asked to keep the abuse secret from their parents. We encourage children to report those secrets.

There are two types of secrets, the good and the bad.

The good ones make you happy.

The bad ones make you sad.

If the secret makes you sad, it’s bad.

If the secret makes you sad, tell mom or dad.

Sometimes grown-ups ask us to keep secrets.

And tell us not to tell mom or dad.

But we are smart, we know what to do.

We keep no secrets from mom or dad.

If the secret makes you sad, it’s bad.

If the secret makes you sad, tell mom or dad.

RHYME 4: YELL NO! - Empowering children to adopt the right protective reflexes when they find themselves in an unsafe situation.

If a grown up tries to touch or hug or kiss you, And it does not feel good to you,

Yell NO! Then GO. Find Mummy.

Or Daddy.

Or someone you know.

And tell them all you know.

If that grown up does not listen Or does not let you go,

Yell NO! Then GO. Find Mummy.

Or Daddy.

Or someone you know.

And tell them all you know.

If a grown up shows you a picture, A picture that you don’t like.

Yell NO! Then GO. Find Mummy.

Or Daddy.

Or someone you know.

And tell them all you know.

RHYME 5: GOOD TOUCH BAD TOUCH - Clarifying what kind of touch is okay, and what kind of touch is not, once they know about private parts and body boundaries.

If someone tries to touch me where they shouldn’t, I’ll say: Hey! Hey!

That’s not okay.

Hey! Hey!

That’s not okay.

If Mummy gives me a bath without my clothes is it okay?

Yeah! Yeah! That’s okay! Yeah! Yeah! That’s okay!

If a stranger tries to touch me And Mummy is far away? I’ll say: Hey! Hey!

That’s not okay.

Hey! Hey!

That’s not okay.

If the doctor or nurse wants to take my clothes off And Mum says it’s okay?

Yeah! Yeah! That’s okay. Yeah! Yeah! That’s okay.

If a grown up calls me into a room, alone by myself And mummy is far away?

Hey! Hey!

That’s not okay.

Hey! Hey!

That’s not okay.