Such a powerful ambient campaign that catches you off-guard. These Children and Adolescents Reference Center ads are printed in fluorescent ink as to appear normal with a child playing or innocently laying in bed. You are invited to “Turn off the lights and help (Annie / Peter / Emily) overcome his/ her fear of the dark.”
When you turn the lights off, a new image appears revealing a grown man doing improper things with the little kids. A new message is also shown describing the abuse: “You might not see it, but it could be happening. 70% of child abuse cases take place in their own home.”
The campaign is created by EuroRSCG Brasil ad agency in São Paulo with art direction by Daniel Poletto and Kleyton Mourão, and photography by Geison Genga.
Very powerful and very eye opening.