Child Focus


Agency: Wunderman Thompson


Every day we find a reason to share cute cat pics but today - the European Day for the Protection of Children from Sexual Exploitation and Abuse - is the perfect time to explore your talents as a photographer. Your cat picture can help raise awareness of a grave injustice: online child sexual abuse. According to Child Focus’ and Wunderman Thompson’s calculations, some 243,000 cat pictures are posted on Instagram every single day. That is a whole lot and painfully little at the same time because the number of images of child sexual abuse being shared online is estimated at a shocking 19 million per day. In other words, cute cat pics are outnumbered 78 to 1. Sound incredible? That’s because the problem stays below the radar for the most part. Of course, images of child sexual abuse are not openly shared on Instagram. They are posted on the dark web, exchanged via WhatsApp, on forums, etc. This means the problem is simultaneously of colossal proportions yet nearly invisible. With cat pictures Child Focus has found an accessible way to bring this terrible injustice to the general public‘s attention. Several influencers have already weighed in by sharing a picture of their own cat with the striking message.
The campaign also refers to the contact point Child Focus asks anyone who comes across child sexual abuse images not to click away in a reflex but to report the images to the proper authorities.

This professional campaign titled '#catsforkids' was published in Belgium in November, 2020. It was created for the brand: Child Focus, by ad agency: Wunderman Thompson. This Digital medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted over 3 years ago by Creative - Copywriter: Jolien Tuyteleers of Wunderman Thompson Antwerp.


Advertising Agency: Wunderman Thompson Antwerp, Antwerp, Belgium
Creative Directors: Manuel Ostyn, Pieter Staes
Creatives: Kate Bellefroid, Jolien Tuyteleers
French Copywriting: Jérôme Van Den Broeck, Yves Donceel
Account Director: Tom Thijs
Account Executive: Charlotte Feremans
Agency Producer: Amélie Van Campen
Designer: Christophe De Pelsemaker, Ynje Degraeve
Motion Design & Editing: Mikael Naudet
Pr: Valérie Rosiers, Elke Janssens, Annelies Schrevens, Judith De Maeyer, Sofie Verschaeren
Dtp: Theo Hachtingius
Print Producer: Sofie Verschaeren


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