Media > Use of Media
SAFE CHILD ON THE NET
PUBLICIS, Warsaw / NOBODY'S CHILDREN FOUNDATION / 2011
Awards:
Overview
Credits
Overview
Effectiveness
Agitated parents, intrigued journalists and buzz heard far outside Coccodrillo chain stores.This action received media coverage from TV, newspapers, and dozens of portals and blogs - cost of publishing was about 70 thousands of zlotych.The foundation’s site has never had that many visitors - 100% more.
Execution
We showed virtual reality infiltrating the real world in a shocking way.We used a hanger with kids underwear on it and a hand cursor reaching into a place where no parent would like to see it.We got Coccodrillo, a kids clothes chain store, to cooperate.That allowed a nationwide reach and perfect targeting.We got to the parents just when they were thinking of their own kids.To increase the stopping power, we employed a magic word: promotion.We hung the panties among regular garments in the chain of kids clothes stores.They redirected the parents to safe-child-on-the-net websitefor more information on how to protect their kids from virtual pedophilia.
Strategy
The sexual abuse of children is one of the most serious problems associated with the internet.Many parents are still not aware of the dangers their children face surfing the Web and don’t know how to minimize the risk.Our purpose was to increase awareness of the problem among parents and refer them to the safe-child-on-the-net website for more information.
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