Taboos and sensitivities surrounding the topic of child abuse means that in Singapore many cases go unnoticed and unreported. Quite often children are afraid to report abuse, fearing repurcussions or even blaming themselves. That’s why Dentsu Singapore teamed up with a local social enterprise, Sanrakshan, which works to protect vulnerable children.
Working together, they decided a key challenge was to create a safer environment for children and to encourage adults to listen more closely and look more deeply at what children might be trying to tell them.
To communicate this idea, they turned a traditional print and poster campaign into an interactive experience. The line ‘Just because you don’t see it, doesn’t mean it’s not happening’ invites people to scan the poster to reveal the unspoken truth on their mobile device. After seeing the unspoken truth, a call to action enables people to donate, share their story or sponsor a recovering abused child to make a difference.
Dr. Vani Khare founder of Sanrakshan.org, said, “Childhood sexual abuse exists, everywhere, in all the sectors of societies, races and religion. All the countries have strict child protection policies to tackle it. However there is minimal awareness in general public because of the discomfort, shame and guilt attached to it. We consider it taboo. It’s about time that we shatter the silence and do something about it.’’
The campaign was created in collaboration between Dentsu Singapore, Isobar, Posterscope and Calibre Picture.