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

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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: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Nov 1 2010
Entry URL:
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 - Novermber 1st, 2010
Media placement: TV - RAI (Italy) - Novermber 1st, 2010
Media placement: Press - L'Espresso - Novermber 1st, 2010
Media placement: Outdoor - Schools And Doctor's Waiting Rooms - Novermber 1st, 2010
Media placement: Website - Internet - Novermber 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 and care-takers in 47 European counties to talk to their children and help them report.

Our insight was that if sexual abuse is a significant risk for every child, there should be a universal rule so children can recognize potentially dangerous situations and others know the boundaries of physical contact. This was the basis for our idea: The Underwear Rule.

Equipping parents with the right vocabulary and a child friendly tool will motivate them to talk to their children.

Creative Execution
The Underwear Rule states that a child should not be touched in places that are usually covered by underwear. To motivate parents to talk about this sensitive subject with their children we created two child friendly animated characters named Kiko and the Hand. Kiko symbolizes children of every age, gender and race. The hand symbolizes touching.

At the heart of the campaign is a children’s book parents can read to their three and four-year-olds, the age at which education should start. We created awareness for The Underwear Rule amongst parents through a TV film, print ads and posters in schools and doctor’s waiting rooms. These media were also used to direct parents to where they can order the children’s book.

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.