Non-applicable.

We demonstrated the brutal truth of child abuse through children’s perspective. Abused kids who grow up in violent environments believe abuse to be normal, so they adapt to it.

They acquire everyday skills to live with violence. We decided to show them in a way that is natural for them to communicate through: in self-made how-to videos about the tricks they use every day.

We shot the tutorial video with a child actor, to keep the actual children safe. In our tutorial video, the child showcases various tricks that can keep a violent parent away – from blocking a door to hiding in a wardrobe.

We uploaded the video with multiple titles, using typical how-to keywords so that people searching for how to fix a door, or how to be safe int he kids’ room, would naturally find our video.

After a consultation with Unicef’s child therapist who has a long experience with abused children, we gathered accounts of how abused children put up with abuse, and in what forms they can share it with others as an unconscious self-therapy.

Then we created a story from them that can be connected to tutorial videos people otherwise search for: DIY tips, special tricks to win games or pranks etc.

In our stories we did not want to use bruises or crying accounts of the events, as it is more putting off to parents than effective.

According to a recent survey, half of the children asked believe beating to be normal. In Hungary, only 10% of child abuse cases are uncovered, and still, that 10% makes up 15,000 children becoming victims of violent crimes every year.

The brief was to raise awareness in a non-traditional way. Unicef in Hungary has long been using celebrities in their communication, but this time they wanted to reach people in places where they can interact with them.