The campaign was developed in seven pictures, recalling the main issues plaguing children around the world: paedophilia inside religious walls, sexual tourism, Syrian war, fire arms free circulation, human organ trafficking, obesity, nuclear pollution.

The artwork recreates the image of the cross and juxtaposes both the victim and the executioner. The cross is replaced by an adult embodying the threat (a priest, a soldier, a nuclear engineer etc.), whereas the victim is the child crucified on his back.

The controversial choice of the cross was intended to mean both the pain carried by the victims and the factors that are affecting their childhood. Untouchables wants the audience to feel outraged, getting a reaction and provoking the viewers to defend the children’s rights.

The users empathised with the message - non-branded, independent, provocative - and shared through their personal social networks.

The campaign was posted on July 2013 on the Creative Director’s Facebook, Instagram and Tumblr account, immediately gaining a huge response. In September, Facebook banned the campaign for being “offensive” and blocked the page for four months.

When Facebook removed its ban, Untouchables had gone viral, with over a million likes, three exhibitions, hundreds of editorials, and a huge global conversation about children’s rights. This viral spreading continues while it cannot be counted precisely: 9 months after its launch, Facebook pages such as Saudisintheusa and Elciudadano are gaining more than 630K likes, 745K sharing, 30K comments.