Die Mowe Child Protection DM MOST OFTEN IT HAPPENS AT HOME by PKP BBDO Vienna

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Industry Public awareness
Media Direct marketing
Market Austria
Agency PKP BBDO Vienna
Art Director Daniela Reichmann
Photographer Lukas Spitaler
Released June 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: DIE MÖWE
Agency: PKP BBDO
Chief Executive Officer: Martina Fasslabend (Die Möwe)
Creative Head: Roman Sindelar (PKP BBDO)
Creativ Director: Erich Enzenberger (PKP BBDO)
Art Director: Daniela Reichmann (PKP BBDO)
Artwork: Evelina Sava (Pixtrix)
Photographer: Lukas Spitaler (Freelance)
Media placement: Press - Magazine Adds - 01. June 2011

Describe the brief/objective of the direct campaign.
The challenge was to create awareness for something many people would prefer not to be aware of: far too often, we turn a blind eye to child abuse and violence against children, or simply ignore it – often because of fear or false shame: Most cases happen within one’s own four walls. The perpetrators are often relatives or friends.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We turned the problem into a strength, by changing the playhouses often found in nurseries: They became a brothel and an emergency ward, thus making abuse highly visible. Once the fact is acknowledged, everyone can easily agree that something needs to be done about it: by supporting Die Möwe, an organisation dedicated to helping victims of child abuse.

Explain why the creative execution was relevant to the product or service.
Child abuse is often ignored because we mentally refuse to associate children with sex and violence. Our ads forced the public to acknowledge the fact that child abuse does happen, by putting buildings into nurseries that really do not belong there. At first glance, everything seems normal. But look a bit closer, and you see what’s wrong, just like in life: if you have the slightest suspicion, look closer.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
If one can call it a success: during the campaign, the number of reported suspicions increased by an average of 22% compared to the previous months. More gratifying was the increase in donations, which almost doubled in the second half of 2011.