The Letter of Demotivation

Agency Network: 
November 2019


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.

Direct advertisement created by Babel, France for Innocence In Danger, within the category: Public Interest, NGO.

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