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 (local name 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 from the 100 biggest companies in France. Addressing the letters directly to them. To have a wider audience, we also pushed this content on social networks. Along with the cover letter, a resume explaining the career difficult path and pitfalls. Our call to action was to make them realize, in a very straightful way, that business companies should also invest in childhood protection, to also protect their own future as a company, encouraging to donate to the association.

We launched the direct campaign a few days before World’s children day. On the 20th of November. The letter has been sent to the 100 largest compagnies in France. And on D-day, we also pushed back with linkedin posts sharing the digital verion of the letter. We also revealed the action through PR and an online film.

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.