Cannes Lions

#hideandseek

FCB PARIS, Paris / ENFANCE MAJUSCULE / 2016

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Overview

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Credits

Overview

Description

Research revealed that abuses are very often caused by the children's own parents or relatives. Children were traumatized, they could not escape, and they were encouraged to "keep the secret". Some ex victims said their reflex was to hide away in their rooms when they heard their parent coming.

That insight gave us the idea to make the invisible visible and literally show pictures of children hiding in their rooms.

But the idea would only work if it was subtle enough to put the viewer in the uncomfortable position of the witness, the parent or relative who notices that something is going wrong and does not know what to do.

That is why we posted the pictures in online classified ads. Buyers looking for children furniture would spot the children and progressively understand the situation as they click on the next pictures. They would then be exposed to our message.

Execution

To ensure proper implementation we had to partner with leboncoin. We convinced their head of communication to let us post fake classified ads on their website.

To be sure that their users would understand our campaign, we also suggested to place display banners on leboncoin that explained our idea and called to action.

This was the first time leboncoin agreed to freely partner with a non-profit.

To maximize PR, we targeted all the major national, family and health media with a press release containing eye-opening facts, links to the classified ads and the association's message.

Outcome

With no budget and only two weeks of exposure, we managed to have over 47 of the major media and news websites cover our story, for a total of more than 3M people reached:

- TV channel: TF1/LCI

- Newspapers and online portals: Le Figaro, Libération, Sud Ouest, Ouest France, Huffington Post, 20Minutes, Métro, L'Internaute

- Women websites: Elle, AuFeminin.com

- Family websites: Famili.fr

- Health websites: TopSanté, Pourquoi Docteur, Morandini Santé, 24 Santé, ReseauProSanté

- Communications websites: L'ADN, Stratégies, CBNews, Creapills...

Anne-Marie Clement, the Director of Enfance Majuscule, was interviewed by leading French newspaper LeFigaro.

And more importantly, the association told us that a much higher than average number of people called 119, the national phone number (119 is confidential and does not reveal statistics).

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