View of a room through a CCTV camera. A drunk man staggers into the room.

The man breaks everything in the room. After discovering the CCTV, he gets angry and threatens the CCTV. The man seems to calm down for a moment but soon he explodes and punches the screen.

The CCTV falls down because of the impact.

Screen shows the messed up room and the man is missing.

Camera scans the room from the floor to the bunk bed.

In place of the CCTV is a child sniffling and looking at the ground.

The child looks up revealing a bruised face and the red light blinks to show that the video is being recorded.

Viewers discover that the CCTV footage was actually the perspective of a physically abused child.

To dramatically convey the message that most child abuse takes place in blind spots and the memory of abuse is permanently engraved in the child’s memory, the poster’s shapes was designed to resemble a CCTV and posted on the location that CCTVs are likely to be installed.

The posters in unlikely locations intrigued people and the image of CCTV was emphasized by inserting the REC icon and message inside the eye of the abused child.

In this creative, the much talked about CCTV is used as the central subject to attract attention and to induce consumer participation.