The Underwear Rule, The hand

Agency Network: 
December 2010

The Council of Europe commissioned Grey Amsterdam to create a campaign with two clear goals: to encourage children suffering from sexual abuse to speak up and seek help; and to make adults aware that sexual violence against children happens more often than one might think. Deliberately, The Underwear Rule’, a cartoon animation, follows an accessible route, which speaks to the children directly. In this way, parents and care givers have a tool with which to educate children regarding sexual abuse. The campaign (, involving TV and digital work, sees a cartoon character called Kiko explain boundaries. In a simple, playful and unthreatening tone, ‘The Underwear Rule’ describes what children should accept or not, when being touched. The campaign, which rolls out across all 47 member countries, and will be also illustrated in a book, downloadable for free from the internet.

Film advertisment created by Grey, Netherlands for The Council of Europe, within the category: Public Interest, NGO.

Advertising Agency: Grey, Amsterdam, Netherlands

Comments (6)

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Highest Rated

kleenex's picture
Activity Score 51044

It works for me.

mdb1974's picture
Activity Score 411

This whole campaign feels weird.

dadada's picture
Activity Score 1720

nice animation, it helps children to understand that they've a power to say "No"

Everybody is creative, be yourself.

Agus Russo's picture
Agus Russo
Activity Score 10

I don´t think a child could understand to what they are saying "no". Anyway, the target of the campaign seems to be the parents.

(excuse grammar/spelling mistakes, i´m not north american)

morse's picture
Activity Score 18024

I think it works. The art direction is really unique.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
Activity Score 51044

It works for me.

haimen's picture
Activity Score 2

the target is obviously the parents
it works for them so they will talk about the danger of abuse to their children
have a nice day