Eurobest

#GuiltyTags

McCANN PARIS, Clichy / INNOCENCE IN DANGER / 2017

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Overview

Background

Two children are murdered a day in France. In addition 1 in 10 adults claim to have been abused as children. The laws in France protect children extensively but the root of the problem is that often people do not report any signs of child abuse. Innocence in Danger, a non-profit organization that protects children from violence, researched their extensive archives of child abuse cases in France to confirm that often a family member, friend or even someone who lives in the same area often ignore the signs. The French, value privacy in their culture and tend to “mind their own business”. By doing a deeper analysis in partnership with them, we discovered that often entire communities can be to blamed for a single child’s fate. The ultimate goal was to present the vast information that lead us to this conclusion in an engaging and powerful way.

Execution

Users would visit the #GuiltyTags page – and see pictures of nine different children uploaded. Each child was an abuse suffer. When they tapped the picture of each child – a series of tags would appear on the child’s face. Every tag, led to a different profile that was connected to the child. Users would be able to explore the different profiles by clicking on the tags. By searching through the pictures, posts, comments of the profiles – the users would discover how that profile played a role in the child being hurt. Maybe it was a teacher who ignored a bruise – or a policewomen who did not take a report seriously – or a drunk, angry father who struck the child. The nine children were connected to 60 profiles consisting of 1667 photos and 144 videos, and 7200 hashtags that could be explored in 9.1 million ways.

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