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Case Studies

 

NSPCC ‘Don’t hide it’ campaign

NSPCC ‘Don’t hide it’ campaign

This campaign won the Best Public Sector and Charities category for DNA in the 2006 Media Awards.

Background

Sexually abused children hide behind a mask and pretend it’s all fine.  This campaign was about helping them remove the mask and talk about what was troubling them.

Challenge 

How do you get children and young people to listen without crashing in with your corporate size nines?

Content partnership/social media

We wanted to reach out to children without invading their space.  So we partnered http://www.donthideit.com with Bebo and Habbo and Mykindaplace and seeded our adverts in a young person’s natural browsing habitat.

Almost overnight communities sprang up around our campaign.  Children gave support, chatted, listened, shared stories, drew pictures and their masks were removed.

Content partnership results

Bebo, Habbo and My Kinda place delivered over 7.5 million impressions.

More importantly, children left messages like this one: 

“I just wanted to say how good it is for our self esteem to know thta every where we look theres someone to help us speak up!!! I just wanted to repeust that you add me as your friend so that i can put you on my list as number 1, because awareness of sexual abuse and rape, needs to be increased, the world isn't as happy and rosey a place as it should be, we know taht, they don't!!! thank who's ever idea it was to do this because they have truelly made my day more bearable!!! THANK YOU!!!”

Adverts

Removing the mask is a metaphor for having spoken out.  The face beneath the mask is more confident, they feel better for having disclosed their sexual abuse.  Then, they begin to tell the story of their own experiences.

Advert results

Our adverts used cgi technology and received 8.9 per cent interaction.

Results

Our innovative, immersive advertising and rich media site got more than half a million children and young people talking in 6 weeks.

Visitors to the site spend an average of 6.5 minutes interacting and the campaign caused an upsurge in sexually related calls to Childline.

Link: http://www.dna.co.uk

AJR
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