Innocence En Danger DM THE DAILY ABUSE by Serviceplan Munich

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THE DAILY ABUSE

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Industry Consumer & Public services, Public awareness
Media Direct marketing
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 June 2013

Awards

Cannes Lions 2013
Direct Lions Best Use of Direct Marketing; Flat Mailing Gold
Outdoor Lions Ambient; Small Scale Special Solutions Silver
Design Lions Publications & Business Communications Silver

Credits & Description

Type of entry: Best Use of Direct Marketing
Category: Flat Mailing
Advertiser: INNOCENCE IN DANGER
Product/Service: NGO
Agency: SERVICEPLAN Munich, GERMANY
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 stretches the overgrowing problem of child abuse and raises awareness on 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.

Creative Execution

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 on how big this epidemic is.


Creative Solution to the Brief/Objective.

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 in 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 or suspect of child abuse.


Results

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