Innocence In Danger

The Letter of Demotivation

Agency: Babel


Innocence in Danger wanted to reach companies and make them realize that they should be a part of the fight for child protection. Since traditional awareness campaigns didn’t have much impact on them, we had to find a new way to communicate. We decided to not talk about abused children but about the traumatized adults they can become, and traumatized employees. We created a character, embodying millions of victims, and wrote a letter of Demotivation. Based on real testimonies, relating daily pains and sufferings at work, the letter has been sent to the 100 largest companies in France.

This professional campaign titled 'The Letter of Demotivation' was published in France in November, 2019. It was created for the brand: Innocence In Danger, by ad agency: Babel. This Direct medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 3 years ago by COMMUNICATION & PR: MAUD PAGET of BABEL.


Advertising Agency: Babel, Paris, France
Ecd: Laurent Nuyen
Cd: Jean-Laurent Py, Cédric Auzannet
Cw: Nicolas Dubois
Ad: Kimdary Yin, Adrien Millot


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