For many people in Singapore, child abuse is a sensitive subject to discuss. Many abuse cases go unnoticed, because children are afraid to report it. Often, children think the abuse is their fault, they don’t want to get the abuser in trouble and they think people might not believe their story. If we want to create a safer environment for our children, we must be able to listen and look deeper into what our children are trying to tell us.
To communicate this idea, we turned a traditional print/poster campaign into an interactive experience. The line ‘Just because you don’t see it, doesn’t mean it’s not happening’ invites people to scan the poster to reveal the unspoken truth on their mobile device. After seeing the unspoken truth, a CTA enables people to donate, share their story or sponsor a recovering abused child to make a difference.
Quote from Dr.Vani Khare founder of Sanrakshan.org
“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.’’
Credits
Dentsu Singapore Pte Ltd
Chief Creative Officer-Ted Lim
Andy Greenaway– Executive Creative Director
Trevor Lim– Head of Art
Guilet James Libby– Senior Copywriter
YewHeong Low- Senior Copywriter
Jenn Perng Chong – Senior Art Director
Martin Ong - Account Director
Kevin Koh - Account Executive
Calibre Picture
Jimmy Fok- Photographer
Isobar
Anushka Yadav - Senior Art Director
Pearl Chye - Senior Software Engineer
Posterscope
Paulo Farias– Strategic Planning Manager
Buvan Kannan- Associate Director
Sanrakshan.org
Dr. Vani Khare- Founder
Sexual abuse
Physical abuse
Verbal abuse
