By placing reproductions of the walls of victims right in the middle of a public space, we went out to find people directly during their daily commute to surprise and fappeal to them.

At first glance, these walls looked like walls in anybody’s home and that was the whole point … abuse can happen anywhere to anybody. On the frame of the walls, we could read the terrible stories of the three children, who were beaten to death at the hands of relatives, urging people to call the 119 helpline if they were at all worried.

In France, a child dies every five days beaten to death by a relative (this situation got much worse during lockdown). Studies reveal that, very often, neighbours have doubts but don’t dare call the police, either because they’re afraid they’re wrong, or because they don’t think it’s their business. Yet, when in doubt, there is an emergency number: 119. It’s not the police. It’s a special helpline with people who will look into the problem and keep an eye on the situation. Our objective is to remind people that this number exists and that it’s their responsibility to call it if they suspect something is wrong. Not doing so could lead to the worst-case scenario.

The idea was to take three real child murders that happened in France and to recreate the 3 walls that separated the 3 children, who were beaten to death, from their neighbours. Then to set them up in middle of a main square in central Paris, to make people realize that only a few centimetres may separate us from the worst, and that it’s important to notify someone if you have the slightest doubt.

Lockdown saw a huge increase in domestic violence, especially against children. It happened in all sectors of society. The strategy therefore aimed to convey a message to everyone who has a neighbour on the other side of a wall. By placing these walls in the heart of Paris, we were able to reach thousands of people who lived there, or who pass through there every day, coming from all over the Paris area. The virality of the idea and a PR plan then took over.

After a 6-month period of research with lawyers, journalists and neighbours, we asked a team of cinema set designers to reproduce 3 walls from apartments where children had been beaten to death. The materials, paint and the organization and elements of the rooms were chosen very carefully and precisely.

+ 56% reporting calls to 119

+ 30% home interventions for domestic violence following calls

26 Million Media impressions in 24hrs without investment.

8 Million organic impressions in 24hrs without investment

The campaign was intended for French people, drawing on tragedies that had taken place in France. The walls struck a chord with French people, as they were typically French. The style and materials are all details that very quickly reveal which country you’re in and remind French people that it’s their country.