The TV spot teaches children The Underwear Rule. A simple rule that helps them recognize where they shouldn’t be touched. The character Kiko symbolizes children of every age, gender and race. The hand symbolizes touching. In the cartoon we see the hand asking Kiko where Kiko can be touched. When the hand wants to touch Kiko inside the underwear Kiko shouts out NO! The film ends with a call-to-action: Teach your child The Underwear Rule.

One in five children in Europe is sexually abused. In 80% of the cases by someone they trust. Young victims therefore often don’t recognize sexual abuse. The communication objective set by the Council of Europe was to encourage parents to talk to their children and help them report.The target audience consists of three and four-year-old children in 47 European countries.Our insight came from the question: How do you target three-year-olds? In the era of internet and iPhone-apps no medium gets their undivided attention like the bedtime book.

A reading book was the perfect bridge to start a dialogue between parents and child.

THE COUNCIL OF EUROPE is a non-profit foundation and countries that want to use the campaign have to invest their own funds to run it. Nevertheless many European countries are very keen to adopt it since it offers a tangible solution to a problem that is difficult to address. The campaign is already being used in Italy and will soon start in The Czech Republic, Croatia and Azerbaijan. But because it was launched in November 2010 it is hard to measure any results, particularly because in the case of child abuse effects can only be measured over a longer period.