Reported cases of sexual abuse against children is dramatically increasing in Sweden. Ecpat is an organisation that is working against documentation of sexual abuse of children. To be able to protect the weakest group in society donations is needed. But knowledge about Ecpat is very limited in Sweden. How can an unknown organisation, with a subject seen as taboo, reach the general public during Christmas, a period known to be overflowing with campaigns?

Christmas shopping is breaking records, and more people are buying their Christmas presents online. Assault material against children is spreading online and is a growing problem. But an analysis showed that the target group, parents between 25-40 years in Sweden is lacking awareness of the problem. To engage them we have to show that crime is committed by Swedish perpetrators with Swedish children as victims.

The goal was to increase awareness and monthly donors.

To ensure maximal exposure the campaign was released when the Swede’s were caught up with Christmas decorating in the end of November. The campaign was first launched in Sweden´s biggest morning TV show where Ecpat got 20 minutes of air time. The produced campaign movie was shown during the broadcast, without being labeled as commercial. The day before, a press release about the campaign was sent to Sweden’s biggest news agency which made the news go national in morning papers, the same day as the launch. At the same day some of Sweden’s biggest influencers were contacted. All of them were positive to spread awareness about the problem in their own channels and encouraged their followers to support Ecpat. When the number of donors increased, the personal film helped the organic reach and increased visibility.