No matter how one chooses to talk about child abuse, it will always be shocking. Innocence in Danger did not want to shock, they wanted to talk about the fact that the amount of children that fall victims of abuse every day, is so high it can fill up an entire newspaper with nothing but their names.
The Daily Abuse was a 48-page newspaper made out of 241.095 names. It was published on November 19, 2013, International Day on Prevention of Child Abuse, and was translated into 9 languages.
Case: Awareness Campaign, Promo Activation
Client: Innocence in Danger
Role: Concept, Copywriting
Agency: Serviceplan International, 2013
Awards: Cannes Lions (7x), The New York Festivals (10x), One Club and D&AD (2x), ADC Germany (3x), Eurobest (3x)