SaferKidsPH: Toys

SaferKidsPH, a consortium consisting of the Asia Foundation, Save the Children Philippines, the Government of Australia and led by UNICEF, increased awareness of online child sexual abuse in the Philippines by creating a film based on real stories of rescued victims.

Campaign Summary

SaferKidsPH, thru TBWA\SMP, produced a film based on real stories of rescued victims from the files of UN, the Philippines' Department of Social Welfare Development, and Department of Justice. We used stuffed toys to sensitively dramatize and visualize online sexual abuse. Adult hands forcibly undressed the stuffed toys and made them perform sexual acts in front of a video camera.

Marketing Context

There are laws in place to protect children from online sexual abuse and exploitation. Yet these are not strictly implemented. Worse yet, many remain unreported or undetected, due to lack of ample information, fear of its...

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