Innocence En Danger Outdoor, Case study #Guiltytags [video] 2 by McCann Paris

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#Guiltytags [video] 2

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Industry Charities, Foundations, Volunteers, Against violence
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market France
Agency McCann Paris
Executive Creative Director Riccardo Fregoso, Julien Chiapolini
Creative Director Sébastien Boutebel, Guy Lewis Ogilvy
Art Director Sébastien Boutebel, Lauren Haberfield, Jimmy Charles
Copywriter Guy Lewis Ogilvy
Production La PAC
Released October 2016


Epica Awards 2017
Mobile Mobile Social Networks Silver

Credits & Description

Country: France
Brand: Innocence En Danger
Entrant: Mccann Paris, Clichy
Agency: Mccann Paris
Executive Creative Director: Riccardo Fregoso, Julien Chiapolini
Creative Director: Guy Lewis, Sébastien Boutebel
Copywriter: Guy Lewis
Art Director: Sébastien Boutebel, Lauren Haberfield, Jimmy Charles
Agency Producer: Arnaud Lemens
Production Company: La Pac
Post Production: No Problemo
Music Company: The Paris
Ceo: Bruno Tallent
Group Consultant: Coline Déchelette
Senior Strategic Planner: Shadi Razavi
Integrated Producer: Arnaud Lemens
Head Of Social: Pierre- Jean Bernard
Channel Planner: Régis Langlade
Communication Manager: Isabelle Hafkin
Creative Excellence Manager: Awa Barry
Senior Digital Project Manager: Charlotte Bauer-Couty
Community Manager: Henry Roux-Dessarps
Community Manager: Alizée Tournadre
Pr Agency: Webber Shandwick Paris
Executive Vice President: Arnaud Pochebonne
Junior Consultant: Manon Torgue
Production Compagny: La Pac
Executive Producer: Jean-Gabriel Saint Paul
Line Producer: Varick Loyer
Casting Director: Naim De La Lisière
Production Compagny: No Problemo
Executive Producer: Eric Pelletier
Production Compagny: The
Producer: Raphael Fruchard
Producer: 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.