Child abuse is a sensitive topic for many people in Singapore. Fearing judgment, child victims do not report the abuse. Especially with victim-blamers, children think that their abuse is their fault and that people will not believe them.
With this in mind, Sanrakshan.org, Sanrakshan Pte Ltd, a social enterprise that works towards raising safer children globally, thought of a campaign that raises awareness on child abuse that go unreported.
Dentsu Singapore communicated this with a traditional print poster campaign with an interactive experience. The line ‘Just because you don’t see it, doesn’t mean it’s not happening’ invites every person to scan the poster and reveal the unspoken truth on mobile device. After seeing the unspoken truth, a CTA enables people to donate, share their story, or sponsor a recovering abused child at Sanrakshan.org to make a difference on the spot.
“Childhood sexual abuse exists, everywhere, in all the sectors of societies, races and religion. All the countries have strict child protection policies to tackle it. However there is minimal awareness in general public because of the discomfort, shame and guilt attached to it. We consider it taboo. It’s about time that we shatter the silence and do something about it’’, said Dr.Vani Khare, founder of Sanrakshan.org.
The campaign will run for a month, to be seen on outdoor bus shelter ads and magazines.
Dentsu handled the creative and Posterscope handled the outdoor media buying.
Dentsu Singapore Pte Ltd
Andy Greenaway– Executive Creative Director & Copywriter
Trevor Lim– Head of Art
Guilet James Libby– Senior Copywriter
YewHeong Low- Senior Copywriter
Jenn Perng Chong – Senior Art Director
Martin Ong- Account Director
Anushka Yadav - Senior Art Director
Pearl Chye - Senior Software Engineer
Paulo Farias– Strategic Planning Manager
Buvan Kannan- Associate Director
Dr. Vani Khare- Founder