At the Cannes Lions International Festival of Creativity, Amsterdam’s Lemz and Tetteroo won the Grand Prix for Good for ‘Sweetie’ for Terre des Hommes Netherlands.
Terre des Hommes – Sweetie Case film from Lemz on Vimeo.
The campaign, which won 12 Gold Lions, draws attention to the problem of webcam child sex tourism by creating a virtual child called ‘Sweetie’ in order to identify perpetrators online.
“As soon as this girl showed her virtual face in freely accessible chat programs, numerous adult men would contact her with requests for online sex. These chat rooms are accessible for everyone, yet they are under strict supervision by a monitor. There was not much monitoring done however, and in reality the monitor himself would sometimes be involved in the sexual abuse too. Sweetie would never let herself be abused however. There was a way out for her. Not for thousands of extremely poor children however; for them this is the harsh reality of supply and demand,” Terre Des Hommes explains.
