The Council of Europe Promo, Case study KIKO AND THE HAND by Grey Amsterdam

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KIKO AND THE HAND

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Industry Charities, Foundations, Volunteers, Against violence
Media Promo & PR, Case study
Market Netherlands
Agency Grey Amsterdam
Director Tomás Dieguez
Executive Creative Director Colin Lamberton, Seyoan Vela
Art Director Ecco Vos
Designer Phoebe Dawson
Producer Patricio Verdi Brusati, Fatima Engelhard, Dan O'rourke
Account Supervisor Hazelle Klonhammer
Illustrator Claudio Iriarte
Released November 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: THE COUNCIL OF EUROPE
Product/Service: CHILD ABUSE AWARENESS
Agency: GREY AMSTERDAM
Date of First Appearance: Nov 1 2010
Entrant Company: GREY AMSTERDAM, Amsterdam, THE NETHERLANDS
Executive Creative Director: Seyoan Vela (GREY)
Executive Creative Director: Colin Lamberton (GREY)
Art Director: Ecco Vos (GREY)
Copy Writer: Richard Hol (GREY)
Designer: Phoebe Dawson (GREY)
Account Manager: Catherine Dijkstra (GREY)
Account Supervisor: Hazelle Klonhammer (GREY)
Planner: Christiane Anell (GREY)
Producer: Fatima Engelhard
Director: Tomás Dieguez (PUNGA)
Producer: Dan O’Rourke (NOT TO SCALE)
Producer: Patricio Verdi Brusati (PUNGA)
Illustrator: Claudio Iriarte (PUNGA)
Graphic Design: Santiago Zoraidez (PUNGA)
Media placement: Children's Book - Schools And Doctor's Waiting Rooms - November 1st, 2010

Insights, Strategy & the Idea
One in five children in Europe is sexually abused. In 80% of the cases by someone they trust. Young victims therefore often don’t recognize sexual abuse. The communication objective set by the Council of Europe was to encourage parents to talk to their children and help them report.

The target audience consists of three and four-year-old children in 47 European countries.

Our insight came from the question: How do you target three-year-olds? In the era of internet and iPhone-apps no medium gets their undivided attention like the bedtime book.

A reading book was the perfect bridge to start a dialogue between parents and child.

Creative Execution
One in five children in Europe is sexually abused. In 80% of the cases by someone they trust. Young victims therefore often don’t recognize sexual abuse. The communication objective set by the Council of Europe was to encourage parents to talk to their children and help them report.

The target audience consists of three and four-year-old children in 47 European countries.

Our insight came from the question: How do you target three-year-olds? In the era of internet and iPhone-apps no medium gets their undivided attention like the bedtime book.

A reading book was the perfect bridge to start a dialogue between parents and child.

Results and Effectiveness
THE COUNCIL OF EUROPE is a non-profit foundation and countries that want to use the campaign have to invest their own funds to run it. Nevertheless many European countries are very keen to adopt it since it offers a tangible solution to a problem that is difficult to address. The campaign is already being used in Italy and will soon start in The Czech Republic, Croatia and Azerbaijan. But because it was launched in November 2010 it is hard to measure any results, particularly because in the case of child abuse effects can only be measured over a longer period.

We developed the Underwear Rule, which states that a child should not be touched in places that are usually covered by underwear. The rule is explained in a child-friendly reading book that features two animated characters, named Kiko and the Hand. Kiko symbolizes children of every age, gender and race. The hand symbolizes touching.

The children’s book is handed out in schools and can be ordered through www.underwearrule.org. Parents are made aware of The Underwear Rule through a TV film, print ads and posters in schools and doctor’s waiting rooms. At the same time these media were used to direct parents to the website where they can order the children’s book.