We wanted the public to feel for child-abuse victims, thereby making them more willing to help report any child abuse act they encounter.

To arouse public emotions, we simulated a child-abuse scene at crowded locations around Singapore. Over a crying child’s image mounted on a billboard, we used real binder clips to 'pinch' all over his face. As the image was on a soft fabric, we effectively created the pinching effect— it was hard not to vicariously feel the child’s pain. The headline prompted people to remove the clips and release him from pain.

The 1-week campaign successfully aroused a high level of public attention and participation. All 10,000 clips were removed and we had to reprint to meet the overwhelming response. The Singapore Children’s Society also reported to have received 47% more donations directed to help abused children.