IssueToday, 1 out of 7 children in Lebanon is a victim of sexual abuse, and what’s even more outrageous is that no one dares to talk about it.

Abuse often happens within a family and is never reported, as it threatens the family’s reputation and pride.ObjectiveRaise awareness on the topic and encourage victims and witnesses to start reporting the abuse.

Strategy and CreationOur message was simple: children can be targeted anywhere and anytime.

TVC 1 - The TVC portrayed the risks faced by children in places often assumed as safe.Online - A video was launched, to create word of mouth and drive further awareness to Himaya’s Facebook page.A suspicious character, Samir, was created on Facebook informing parents, he is now “friends” with their child. Parents were invited to share the Facebook app with other parents to spread awareness.Direct Mailer - Candy bags were distributed to parents, outside schools, featuring messages that seemed both appealing and fishy on the front, and revealing the bag’s purpose and helpful tips on the back.Ambient - A dramatic illusion was created on restroom doors in malls and movie theatres.TVC 2 - The message addressed silent witnesses who know, but don’t dare to speak.Print - Print ads showcased situations kids would be lured into.Stunt - Parents accompanying their children were given a real wake-up call in public parks.

The park stunt was held in the largest public park in Beirut, which is frequently visited by thousands of people daily. Over 1,000 people saw the stunt, and over 360 children and adults interacted directly with the stunt.

After only 35 days of the campaign, Himaya received more than 257 phone calls: half of which called seeking for help and guidance, 22 of them were directly from children between the ages of 12 and 15 years, all victims of sexual abuse.Due to the campaign, the fund-raising Gala Dinner Event raised 25% more donations than the previous year, making it highly successful.

The newsworthy cause was embraced by several major publications, and the media took it upon themselves to publicise the campaign in various original and innovative ways, as the campaign was an inspiration to many. The publicity generated a total value of US$1,053,215 on TV and Print.