# Eye-Opening Abuse Ads The Amnesty International Peru Campaign Hones in on Abusive Family Members By Meghan Young | Published 2016-01-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/amnesty-international-peru References: [adeevee](http://www.adeevee.com/2016/01/amnesty-international-not-everything-should-stay-in-the-family-print/) & [amnesty.org](https://www.amnesty.org/en/countries/americas/peru/) It's sad and frightening to think about a family home, which is often depicted as a sanctuary from the cold, hard world, as a place that people might need protection from -- specifically children. This Amnesty International Peru ad campaign encourages people to think about it, however, in order to save lives and what should be a time of innocent experiences. With a powerful slogan, "Not everything should stay in the family," and images of old family trees where there is a connection that shouldn't be there, the Amnesty International Peru ad campaign teaches people that in this particular country, "more than 50% of sexually abused children are victims of a relative." It implores, "Help stop it." ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 46% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Child Abuse Awareness:** The trend of raising awareness about child abuse and protecting children from abusive family members. - **Amnesty International Campaigns:** The trend of using powerful ad campaigns to shed light on social issues and promote human rights. - **Family Safety Advocacy:** The trend of advocating for the safety and protection of families, especially children, from abuse and violence within the household. ### Sectors Adopting This - **Nonprofit Organizations:** Nonprofit organizations working towards child protection and human rights can leverage innovative campaigns like Amnesty International to raise awareness and generate support. - **Advertising and Marketing:** The advertising and marketing industry can explore disruptive storytelling techniques, like showcasing alarming statistics and family-focused visuals, to create impactful campaigns that drive behavior change. - **Social Services:** The social services sector can embrace innovative approaches to identify and address child abuse within families, developing supportive programs and initiatives that protect vulnerable children. ## Related on Trend Hunter - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Perpetrator-Targeted Domestic Abuse Ads](https://www.trendhunter.com/trends/domestic-abuse-prevention-ad.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md)