Innocence En Danger Digital, Case study @GuiltyTags [video] by McCann Paris

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@GuiltyTags [video]

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Industry Charities, Foundations, Volunteers, Against violence
Media Digital, Interactive & Mobile, Case study
Market France
Agency McCann Paris
Associate Creative Director Sébastien Boutebel, Guy Lewis Ogilvy
Executive Creative Director Riccardo Fregoso, Julien Chiapolini
Art Director Lauren Haberfield, Jimmy Charles
Production La PAC
Production NO PROBLEMO
Released April 2017

Credits & Description

Category: Public Interest, NGO
Media: Digital
Agency: McCANN Paris
Executive Creative Directors: Riccardo Fregoso, Julien Chiapolini
Associate Creative Directors: Sébastien Boutebel, Guy Lewis
Art Directors: Lauren Haberfield, Jimmy Charles
Integrated Producer: Arnaud Lemens
CEO: Bruno Tallent
Account Director: Coline Déchelette
Senior Strategic Planners: Shadi Razavi, Pierre-Jean Bernard
Channel Planner: Régis Langlade
Senior Digital Project Manager: Charlotte Bauer-Couty
Communication manager: Isabelle Hafkin
Community Managers: Henry Roux-Dessarps, Alizée Tournadre

LA PAC – Production
Executive Producer: Jean-Gabriel Saint paul
Line Producer: Varick Loyer
Casting Director: Naim De la Lisière

NO PROBLEMO – Production
Executive Producer: Eric Pelletier

THE – Sound production
Producers: Raphael Fruchard, Jérôme Alquier
@GuiltyTags – or how an entire community can be guilty of murder
Innocence in Danger - a worldwide association for the protection of children - and McCANN Paris partnered to create @GuiltyTags, a social media campaign that demonstrates how an entire community can be is responsible for the death of one child.
In France, two children die every day from violence and one in ten adults claim to have experienced abuse as children. Violence against children has become an urgent public health issue. Even more disturbing is a lack of community action to combat it. Often, people involved in the child’s life fail to speak up or take action at the signs associated with violence and neglect.
Using Instagram, @GuiltyTags, tells the stories of 9 murdered children, all based on real cases. In all Instagram pictures all the people responsible for what happened to those children are tagged.
To recreate each community – 60 profiles and more than 1650 posts were created. By exploring each profile linked to each child – people can discover how each person was responsible – whether by neglect, direct action or simply by failing to speak up about the signs.