Innocence In Danger is an international association for the protection of children against all types of violence, specifically sexual abuse.

They wanted to reach companies and make them realize that they should be a part of the fight for child protection. Since traditional awareness campaigns didn’t have much impact on them, we had to find a new way to communicate.

We decided to not talk about abused children but about the traumatized adults - and traumatized employees – they can become. We created a character, “Julien Miraute”, embodying millions of victims, and wrote a Demotivation letter instead of a Motivation Letter (French word for Cover letter). Based on real testimonies, relating daily pains and sufferings at work as a consequence of abuses from childhood, and all the reasons why he would NOT be a good candidate, the letter has been sent to the 100 largest compagnies in France.

We used traditional mailing and LinkedIn mainly. We created a listing using the public record of names and contacts from HR and management. Addressing the letters directly to them. To have a wider audience, we also pushed this content on social networks, especially LinkedIn.

The letter has been sent to the 100 largest compagnies in France.

With 700k impressions, 3000% raise of the website traffic and 35% increase of donation in the month, we managed to create public interest around this fact, and more importantly, interest from the business world itself. 5 companies even asked to work with the association to address this issue in their walls.

Famous medias, like Le Monde or Canal Plus, even contacted the association to offer free media support.

All that with a budget of €4000 only, media included.