Leading child rights organisation Save the Children has launched an integrated marketing campaign called ‘Living in Fear’ via Keep Left, to fundraise $100,000 in seven days, to help tackle the scourge of child abuse in Australia.
Every day, 88 children suffer abuse in Australia. That’s one child every 16 minutes.
The campaign will be rolled out across Save the Children’s owned media channels, as well as paid and earned media.
Keep Left based the creative on the insight that child abuse, whether emotional or physical, may have a lasting impact on the social and intellectual development of children. Without appropriate care from their families or support services, this may carry into adulthood.
As a result, many victims live in fear, which can make the most innocent things terrifying. This insight has been conceptualised in the campaign creative through the playing of the popular Australian children’s game ‘Duck, Duck, Goose.’
Says Caroline Reid, head of marketing, Save the Children: “Childhood is supposed to be carefree, but in Australia, a child is abused every 16 minutes. This isn’t some foreign statistic; it’s occurring right around the country. The creative illustrates the shocking effects of abuse on children, and it’s a problem Australia needs to address.”
Says Caroline Catterall, CEO, Keep Left: “This was a difficult, but extremely important topic to tackle creatively. No child should live in fear and it’s our hope the funds raised through this campaign will help make large strides towards this being a reality.”
Says Paul Ronalds, CEO, Save the Children Australia: “Save the Children is known for its work overseas, but child abuse in Australia is no less significant, yet much less understood. We have been developing Australian programs to help children suffering from abuse for over 100 years, but we need the nation to recognise the issues occurring in their own backyard and know how they can help save a child’s life.”
Consumer research linked to the campaign shows 35% of people don’t believe abuse is an issue affecting children in Australia, despite over a third saying they have been abused or know someone who has been.
Says Ronalds: “Intervening now could make a difference to thousands of lives. Child abuse, whether emotional or physical, is proven to have a lasting impact on the social and intellectual development of children that they may carry into adulthood.”
Help save a child from abuse by donating now via www.savethechildren.org.au
Save the Children
Head of Marketing – Caroline Reid
Acquisition Project Manager – Amanda Schofield
Keep Left – Creative Agency
Creative Director – Ant Dinham
Integrated Account Director – Georgia Harrison
Creatives – Ruby Gill, Sam Galloway, Camilo Suarez
Copywriter – Ruby Gill
Keep Left – Production Company
Executive Producer – Ant Dinham
Producer – Natasha Pavlou, Larissa Thorne
Director – Ant Dinham
DOP – Sam Galloway
Editor – Sam Galloway
Sound Design – Matthew Hadley
Music – Ruby Gill
Keep Left – Strategy & PR
Managing Director – Gillian Gosling
Head of Digital + Experience – Johanna Murray
Integrated Account Director – Jessica Williams
Publicity – Melanie Campbell
Publicity – Jacob Schnackenberg
Keep Left – Digital Media
Digital Account Executive – James DeSouza