Created by Keep Left, it will be rolled out across Save the Children’s owned media channels, as well as paid and earned media.
Child rights organisation Save the Children has launched an integrated marketing campaign called ‘Living in Fear’ 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 designed by marketing communications agency Keep Left 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.
“This was a difficult, but extremely important topic to tackle creatively," Keep Left CEO Caroline Catterall says.
"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.”
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.’
"Childhood is supposed to be carefree, but in Australia, a child is abused every 16 minutes," Save the Children head of marketing Caroline Reid says.
"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."
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.
“Intervening now could make a difference to thousands of lives," CEO of Save the Children Australia Paul Ronalds says.
"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,” concluded Mr Ronalds.
Credits
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
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
