Nobody's Child Fundation Promo Nobody's Child Fundation: SAFE CHILD ON THE NET by Publicis Sp. Zo.o. Warsaw

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Nobody's Child Fundation: SAFE CHILD ON THE NET

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR
Market Poland
Agency Publicis Sp. Zo.o. Warsaw
Creative Director Bartek Rams
Released June 2011

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Product/Service: INTERNET SAFETY
Entrant Company: PUBLICIS Warsaw, POLAND
Advertising Agency: PUBLICIS Warsaw, POLAND

Creative Director: Bartek Rams (Publicis Sp. z o.o.)
Senior Art Director: Slawomir Figura (Publicis Sp. z o.o.)
Senior Copywriter: Dagmara Witek-Kusmider (Publicis Sp. z o.o.)
Account Manager: Ewa Wasniewska (Publicis Sp. z o.o.)
Print Production Group Head: Grzegorz Jedrych (Publicis Sp. z o.o.)

Results and Effectiveness:
Agitated parents, intrigued journalists and buzz heard far outside Coccodrillo chain stores.
This action received media coverage from TV, newspapers, and dozens of portals and blogs
- cost of publishing was about 70 thousands of zlotych.
The foundation’s site has never had that many visitors - 100% more.
Creative Execution:
We showed virtual reality infiltrating the real world in a shocking way.
We used a hanger with kids underwear on it and a hand cursor reaching into a place where no parent would like to see it.
We got Coccodrillo, a kids clothes chain store, to cooperate.
That allowed a nationwide reach and perfect targeting.
We got to the parents just when they were thinking of their own kids.
To increase the stopping power, we employed a magic word: promotion.
We hung the panties among regular garments in the chain of kids clothes stores.
They redirected the parents to safe-child-on-the-net website
for more information on how to protect their kids from virtual pedophilia.
Insights, Strategy and the Idea:
The sexual abuse of children is one of the most serious problems associated with the internet.
Many parents are still not aware of the dangers their children face surfing the Web and don’t know how to minimize the risk.
Our purpose was to increase awareness of the problem among parents and refer them to the safe-child-on-the-net website for more