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Published on Mar 18, 2010
When you're charged with developing a comprehensive campaign about child abuse, your first instinct is to create messages that tell the audience about the problem. But insight tells you to find a way to make the audience a part of the solution.
After talking with physicians, counselors and caseworkers who interact with victims on a daily basis, we realized everyone already knows child abuse is bad. But they don't know what to do about it. We learned the worst possible course of action is to remain silent when abuse is suspected.
This insight lead directly to the RAISE YOUR VOICE campaign theme. The concept was executed in television, radio and print. We're proud of the work. And honored to be involved with such an important effort.