Child Protection Centre Helpline - "Young Masseuse "

spark*

spark* Dubai, Emiratos Árabes Unidos

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7068

This ad is part of the ACT Responsible Collection

Marca: Child Protection Centre Helpline
País: Emiratos Árabes Unidos

Anunciante: Community Development Authority

Título	Young Masseuse
Agencia	spark*
Campaña	Young Masseuse
Anunciante	Community Development Authority
Marca	Child Protection Centre Helpline
Fecha de primera difusión/publicación	2015 / 4
Sector Empresarial	Normalización y certificación
Sinopsis	What happens when abused children start advertising?
Filosofía	HOW A DUBIOUS MEDIUM WAS TURNED INTO A POWERFUL TOOL AGAINST CHILD SEXUAL ABUSE INSIGHT: IT ALL STARTS WITH AN INNOCENT MASSAGE.It was evident that child sexual abuse began on the pretext of a massage given by or to children, from people close to them. MEDIUM: MASSAGE PARLOUR CARDSThese barely disguised advertisements for illegal ‘happy ending’ massages are found on parked cars across the city everyday. They seemed the most relevant medium to spread awareness about our problem. We used a medium everyone hated, to convey a message no one could ignore. IDEA: YOUNG MASSEUSE CARDSCards were re-created to look like massage parlour cards. Commonly used words were used as sales lines on them. However, the images of skimpily clad women were replaced by those of young children. Messages at the back of these cards spoke about the issue, and raised awareness about a helpline that existed to stop child abuse.These cards were then placed on cars in parking lots, next to other, regular massage cards.
Problema	UNREPORTED SEXUAL CHILD ABUSEWhen Dubai’s Community Development Authority (CDA) launched its Child Protection Helpline, mild sexual abuse was revealed as a growing problem. A large percentage of this was being silently endured, due to cultural taboos. We wanted to find a way to raise awareness about the helpline, to help stop this abuse.
Resultado	RESULT: THE CARD NO ONE THREW AWAYAs people removed the usual cards from their cars, something happened. On noticing the CDA cards, they stopped. We could see their disgust at the cards turn into shock and empathy. The messages left them moved. Some stared at them for minutes while others showed them to their friends. Calls to the helpline have shown an increase. Mainstream media have expressed an interest on supporting this activation further. In the movement against child sexual abuse, the massage card has been converted into an ally.
Medio	Ambient
Más información	www.cda.gov.ae
Managing Director	Yusuf Pingar
Director creativo	Alaa Demachkie
Director creativo adjunto	Jamal H. Iqbal
Director artístico	Reqwan Amir
Responsable de conceptos / redactor	Francesca Foley
Stock photography	Corbis Images/Great Stock
Ejecutivo de cuentas	Edward Lahoud