Cannes Lions

THE DAILY ABUSE

SERVICEPLAN, Munchen / INNOCENCE IN DANGER / 2013

Awards:

1 Gold Cannes Lions
2 Silver Cannes Lions
1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

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Credits

OVERVIEW

Description

Child abuse is a complicated topic. Unlike other issues, this one cannot be solved only with donations. It needs personal involvement to make a difference. And that was exactly our challenge. To show that child abuse can take place all around us, despite of social status, religious beliefs or financial situation and unless we take the time and the effort to care, we cannot stop it.

Execution

A newspaper informs people about the important topics. On November 19 there was nothing more important than the victims. Not the weather report, not the stock market, not even the leading article.

And having a daily newspaper filled entirely with children’s names, clearly makes a point on how big this epidemic is.

Outcome

With 720,000 copies in 9 languages, distributed in 23 cities around the world, The Daily Abuse reached more than a million readers and draw massive attention on the topic worldwide.

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