Dentsu Singapore launches interactive 'The Unspoken Truth' campaign to raise awareness about child abuse cases that go unreported

Sanrakshan2.jpgDentsu Singapore has turned a traditional print/poster campaign into an interactive experience to raise awareness of incidents of child sexual abuse.

For many people in Singapore, child abuse is a sensitive subject to discuss. Many abuse cases go unnoticed, because children are afraid to report it.  Often, children think the abuse is their fault, they don't want to get the abuser in trouble and they think people might not believe their story.
Sanrakshan.org wants to create a safer environment for children and believes Singaporeans must be able to listen and look deeper into what their children are trying to tell us.
 
The print idea caries the line 'Just because you don't see it, doesn't mean it's not happening' and invites people to scan the poster to reveal the unspoken truth on their mobile device. After seeing the unspoken truth, a CTA 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.''
 
Credits
Dentsu Singapore
Chief Creative Officer: Ted Lim
Executive Creative Director: Andy Greenaway
Head of Art: Trevor Lim
Senior Copywriter: Guilet James Libby
Senior Copywriter: Yew Heong Low
Senior Art Director: Jenn Perng Chong
Account Director: Martin Ong

Isobar
Senior Art Director: Anushka Yadav
Senior Software Engineer: Pearl Chye

Posterscope
Strategic Planning Manager: Paulo Farias
Associate Director: Buvan Kannan

Client: Dr. Vani Khare (Founder Sanrakshan.org)

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14 Comments

Jones said:


ok.. interesting. We need more voices like this against child abuse.

Eraly said:

This is insightful! No one would tight about this as this is a taboo topic to start on! Great inniative!

Michael said:

Nice copy.

Jeremiah said:

Very powerful message.

Mike middleton said:

Great idea. Really good use of AR, simple makes a point. Good job :)

RB said:

Huh. Not sure why there are so many positive comments (unless, of course they’re all from Dentsu and friends themselves). There’s nothing remarkable about this piece of work, except for the fact that it’s raising awareness on a very important issue. The craft is unpolished. The copy is uninspired. The AR idea has been done to death many times before. Kids, this isn’t gold standard work.

Jatin Arora said:

Great idea, crafted very well..

Paul said:

This is cool and good work. Not sure what RB is talking about but I found it powerful and very well done. Simple and effective.

TU HA said:

creative and interactive! good print ad

Gold90 said:

Nobody realises this totally brings to mind the classic Gold 90FM ads from the good old sg adland days, Hear only the good stuff?

https://www.youtube.com/watch?v=BT_f9u66-gU

I'm with RB said:

The comments sound like chatbots... dear ppl at Dentsu... I know you're doing this for a colleague who promises to buy you coffee, but truly... is it worth it?

m said:

Which publications can we see these ads in?

N said:

Done to death.

And you have to download an app to read the ad? Uh.

sock puppet said:

some of the names in the comments section look... familiar.

familiar
[fuh-mil-yer]

Adjective

  • of or relating to a family or household.
  • Leave a comment

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