CHILD ABUSE HELPLINE: FAIRYTALE

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Released:	December 2004
Advertiser:	UNITED NATIONS HIGH COMMISSION OF REFUGEES
Brand name:	CHILD ABUSE HELPLINE
Agency:	PHOENIX OGILVY
Country:	Sri Lanka
Category:	Public health & safety
Tags:	Colombo

Credits:

Advertising Agency: PHOENIX OGILVY, SRI LANKA, Colombo
Creative Director: Ruchi Sharma
Scriptwriter: Ruchi Sharma
Agency Producer: Hemali Abeywardena
Account Supervisor: Spencer Maneulpillai/Sanjini Munaweera
Sound Engineer: Ranga Dasanayake


Script in English
Kid: One day, little Red Riding Hood was alone at home, playing by herself.

Man: And Mr Wolf dropped by.

Kid: The little girl had seen Mr Wolf on several family occasions. She liked him as he brought toys for her. So she let him in.

Man: And they started playing together.

Kid: Oh, Mr Wolf, what big hands you have!

Man: All the better to grab you with.

Kid: And what a big mouth you have!

Man: The better to kiss you with!

Kid: And what… what is that, Mr Wolf?

Man: Shh... little girl, let’s keep playing.

FVO: Child abuse is no fairytale. If you are a victim or a witness, call our Women In Need hotline 4718585.
Brief Explanation
The highly disturbing fact of rampant Child Abuse in Sri Lanka is the fact that it is usually the family member, relative or friend of the family who exploit the trust and innocence of little children. They use toys and stories as a ploy to disarm the young ones. Yet, the parents chose to turn a blind eye and believe that the disturbing statistics on child abuse are just stories, not real. Thus the creative execution.