Family Portraits - Mona Lisa, Girl with a pearl earring, Van Gogh

At Childline Gauteng we believe that to protect our children against abuse and neglect the fight really begins with protecting and educating around the importance of a strong, unified and present family unit.

Family Portraits is a campaign aimed to shed light on, and spread awareness about the importance of preserving the family unit in modern society.

THE INSIGHT: We thought... As humans we love to collect, view, and preserve the greatest paintings in the most lavish art museums, galleries and private collections around the world. These pieces are literally priceless and are preserved at any cost.

THE IDEA: So, what if we took 3 of the most treasured portraits of all time from Da Vinci, Vermeer and Vincent Van Gogh himself, and turned them into Family Portraits? Surely that would get the attention of South Africans and shine a spotlight on the issue at hand. Drawing the comparison and challenging conventional thinking of preserving precious art works and preserving precious families through the line "Family. The real thing worth preserving".

THE EXECUTION: We launched Family Portraits on 6 April 2026 - Family Day (which is a national hoiliday in South Africa) in a highly tactical and orchestrated OOH, Digital OOH, Digital, and Social Media campaign creating immediate resonance and talkability which is only growing.

About Childline Gauteng. Childline Gauteng is an NGO in South Africa that offers a 24/7 toll-free helpline offering counselling and support to over 300 000 children and families. Childline Gauteng also empowers communities through abuse prevention programmes, training workshops and awareness initiatives that reach 80 000 adults and children each year. Furthermore Childline Gauteng provides secure shelter, foster care, and special projects focussed on health safety and child development for a brighter future.