Innocence En Danger Case study THE DAILY ABUSE by Serviceplan Munich

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Industry Public awareness
Media Case study
Market Germany
Agency Serviceplan Munich
Executive Creative Director Christoph Nann, Maik Kaehler Serviceplan
Creative Director Marc Vosshall
Art Director Iliés Terki Hassaine, Robin Lorentschat
Copywriter Angeliki Karnoupaki
Account Supervisor Florian Klietz, Anna Hacker
Released May 2013


Cannes Lions 2013
Promo and Activation Lions Product & Service; Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Product/Service: NGO

Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Maik Kaehler (Serviceplan)
Executive Creative Director: Christoph Nann (Serviceplan)
Creative Director: Marc Vosshall (Serviceplan)
Copywriter: Angeliki Karnoupaki (Serviceplan)
Art Director: Iliés Terki Hassaine (Serviceplan)
Art Director: Robin Lorentschat (Serviceplan)
Account Supervisor: Anna Hacker (Serviceplan)
Account Supervisor: Florian Klietz (Serviceplan)
Graphic Design: Christopher Hanebuth (Serviceplan)
Graphic Design: Christoph Klasen (Serviceplan)
Agency Producer: Sven Simon (Serviceplan)
Creative Producer: Florian Panier (Serviceplan)

Describe the brief from the client
Innocence in Danger is an international NGO that works against child abuse. The aim was to create a campaign that draws attention to the growing problem of child abuse and raises awareness of the subject. The strategy was to make child abuse the most important topic by sticking to the shocking fact that over 240,000 children are abused every day.
So we used the most shocking fact about child abuse; the number of children that are abused every day, and talked to the public about it on November 19, the International Day Against Child Abuse.

Promotion Development

We created The Daily Abuse. A 48-page newspaper with 174 articles made of 241,095 names of children. That is the number of children that are abused on one single day. The newspaper was published on November 19, 2012 in 9 languages and distributed in 23 of the world’s biggest cities.
On the centre spread we placed our message, which mentioned the daily number of abused children and encouraged the public to break the circle of silence and talk if they know of or suspect child abuse.


With 720,000 copies in 9 languages, distributed in 23 cities around the world, The Daily Abuse reached more than a million readers and drew massive attention to the topic worldwide.

Relevancy to Product/Service

A newspaper informs people about the important topics. On November 19 there was nothing more important than the victims. Not the weather report, not the stock market, not even the leading article.
And having a daily newspaper filled entirely with children’s names, clearly makes a point about how big this epidemic is.