Verbal abuse towards kids causes damage that can last a lifetime. Safe Kids wanted to find a way that could get people to begin to understand this overlooked fact.

Using voice recognition technology led to this powerful execution that hears and processes the spoken word into graphics and places the graphics on the screen—in this case as tattoos on the chest of a boy in a video format.

After thinking of this use of voice recognition technology, the media team negotiated for the api that allows this technology to be imbedded into a number of websites where we wanted to run the banner ad. So in the end, a technology that we first created for their website (http://safekidschina.org/kids/), was re-calibrated for use as a banner in other more popular websites.

While the campaign has just broken, 4 articles covering the campaign have been published and seen in China. Also several schools in Beijing and Shanghai have asked Safe Kids to come to schools to present their findings and point of view to teachers. Media attention and school and parent involvement and interaction with Safe Kids was exactly their goals with the campaign.