Healthcare > Health & Wellness: Awareness & Advocacy

THE PROTECTIVE RHYMES

LEO BURNETT, Dubai / ANGHAMI / 2024

Awards:

Shortlisted Dubai Lynx
CampaignCampaign(opens in a new tab)
Film
Supporting Images
Supporting Content

Overview

Credits

Overview

Why is this work relevant for Film Craft?

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.

Please note that the Jurors for Dubai Lynx will be coming from outside the region and may not be aware of the specific cultural nuances of your work.

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.

Write a short summary of what happens in the film

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.

Background:

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.

Describe the Impact:

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.

Tell the jury about the creation of the original music, choice of music track or about the elements of sound design.

The five music tracks were all originally written, composed, and produced for this project in collaboration with child psychologists.

Each rhyme is based on a specific insight and conveys a different lesson.

The rhymes are also sequential so they teach children about the topics that matter in the right order for proper comprehension and understanding.

Together, the rhymes form a comprehensive toolkit to equip the child with all they need to know.

They are short, catchy melodies each focused on one memorable learning.

The music composition for the films was meticulously crafted to mirror child rhymes, to be memorable and age-appropriate, with music that is both comforting and engaging for viewers, to help navigate through the serious topic they tackle.

The music composition also mirrors the styles of the film that are more vintage and retro in their feel, and was inspired from the works of famous puppeteer Jiří Trnka.

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