As a media, we chose what the majority of people have in their homes: walls. These three walls served as the media. They were exact reproductions of the walls that separated the three children, who were beaten to death, from their neighbours. Walls that are just like the ones in anyone’s homes, because abuse can happen on the other side of anyone’s wall.

In France, a child dies every five days beaten to death by a relative (this situation got much worse during lockdown). Studies reveal that, very often, neighbours have doubts but don’t dare call the police, either because they’re afraid they’re wrong, or because they don’t think it’s their business. Yet, when in doubt, there is an emergency number: 119. It’s not the police. It’s a special helpline with people who will look into the problem and keep an eye on the situation. Our objective is to remind people that this number exists and that it’s their responsibility to call it if they suspect something is wrong. Not doing so could lead to the worst-case scenario.

The idea was to take three real child murders that happened in France and to recreate the 3 walls that separated the 3 children, who were beaten to death, from their neighbours. Then to set them up in middle of a main square in central Paris, to make people realize that only a few centimetres may separate us from the worst, and that it’s important to notify someone if you have the slightest doubt.

Lockdown saw a huge increase in domestic violence, especially against children. It happened in all sectors of society.

The strategy therefore aimed to convey a message to everyone who has a neighbour on the other side of a wall. By placing these walls in the heart of Paris, we were able to reach thousands of people who lived there, or who pass through there every day, coming from all over the Paris area. The virality of the idea and a PR plan then took over.

We investigated over a period of months with a specialized journalist. In order to recreate the victims’ walls as accurately as possible. We based our research on records from lawyers, the police, neighbours and relatives, in terms of materials and details.

The walls were then completed by cinema set designers.

+ 56% reporting calls to 119

+ 30% home interventions for domestic violence following calls

26 Million Media impressions in 24hrs without investment.

8 Million organic impressions in 24hrs without investment