We wanted the public to feel for child-abuse victims, thereby making them more willing to help report any child abuse act they encounter.

To arouse public emotions, we simulated a child-abuse scene at crowded locations around Singapore. Over a crying child’s image mounted on a billboard, we used real binder clips to ‘pinch’ all over his face. As the image was on a soft fabric, we effectively created the ‘pinching’ effect— it was hard not to vicariously feel the child’s pain. The headline prompted people to remove the clips and release him from pain.

Child abuse in Singapore was on the rise. However, a recent survey showed that the locals’ knowledge of child abuse was still weak—people weren’t sure how to identify the signs or report it.

So our campaign strategy was to raise public awareness and knowledge of child abuse, and at the same time, encourage the public to help protect children against it. And as the topic was child abuse, we went for an emotional approach.

The 1-week campaign successfully aroused a high level of public attention and participation. All 10,000 clips were removed and we had to reprint to meet the overwhelming response. The Singapore Children’s Society also reported to have received 47% more donations directed to help abused children.

Because interactive billboards aren't commonplace in Singapore, the 1-week campaign successfully aroused a high level of public attention and participation. All 10,000 clips were removed and we had to reprint to meet the overwhelming response. The Singapore Children’s Society also reported to have received 47% more donations directed to help abused children.

The emotional approach is naturally appropriate because we were on the topic of abused children, which is one of Singapore Children's Society's key concerns. The campaign's interactive nature allowed the public to directly show their support to the organisation and abused children, which was truly heart-warming and meaningful.