Child sexual abuse is one of the most hidden crimes, taking place behind the closed doors of family environments.

Since local awareness is extremely low and the public doesn’t even believe children are being sexually abused in Slovenia, we must communicate the insight unambiguously to raise awareness.

Reporting the issue is the only (legal) way to stop offenders and help children escape.

Since in Slovenia reporting has dropped by 65% in just one year (2016) and 62% of the victims remain silent forever, the solution must be exposed and the victims encouraged.

Because of the taboo, we had to address the issue indirectly.

We therefore used the analogy of popular escape rooms, where the solution is an integral part of the concept. Children are held captive within the four walls of an abusive environment, which they cannot escape. Only adults can help them, and the solution is to report abuse.

Casting and preparations (7 months): search for a young and strong victim with a strong intrinsic motivation; real location of crime left practicaly intact; real story; coaching by professional actor etc.

Teasing (1 week): stereotypical materials – posters, FB ads and FB page, google adwords, webpage with entry form; only truth, just out of the context;

Event (2 days): 6 groups of visitors (1h each); min. number of groups to ensure enough material for the video; 2 branded cars for transportation of groups (location was never communicated)

Launch (1 day): PR stunt at the biggest media event in Slovenia; press kits and link to online video and website for all visitors; online video and website launch

Ongoing: press kits and other materials for all planned media and institutions;

crisis communication plan if needed; arrangement of the interviews on TV’s and in press; ongoing communication on UNICEF Slovenia’s owned media etc.

All results are based on first 10 days of the campaign, because of a public launch on the April 16th 2018. Population of Slovenia: 2 million people.

The number of child sexual abuse reports has increased by 20 %, hopefully helped at least some children.

The campaign addressed 66.4% of adults (15-70 yrs old), who can help save children.

All the most prominent media companies in Slovenia, as well as local media from all Slovenian regions reported about the campaign. All the bigger TV-channels ensured a 37.22-minute-long primetime high quality coverage on the issue of sexual abuse.

More than 80 % of all media publications were deep and quality: reporting the extent of the issue in Slovenia, statistics and called for reporting abuses by including a phone number.

UNICEF's FB post with the video reached more than 50 % of all Slovenian Facebook users. It was shared by the most prominent Slovenian politicians, musicians, the most followed influencers, bloggers and other public figures.

Google Trends shows that the search for the keyword UNICEF Slovenia since the beginning of the campaign increased by 110 % and search for the keyword child sexual abuse by 90 %.

After the start of the Real-Life Escape Room campaign the organic reach of the average FB post by UNICEF Slovenia increased by over 260-times.