In order to increase child abuse awareness, the Nobody's Children Foundation set up an absolutely unmissable stunt in a movie theater.
When unsuspecting movie-goers entered the cinema, they were treated to find little wrapped candies on their seats. The sweets came with a message that read "Eat me. No one will find out. It’ll be our secret," which seemed just like any treat with branding that plays into the guilt of eating sugar.
But the captive audience then sat through a short video showing a heartbreaking message on children who are victims of sexual abuse. Suddenly, getting to eat the sweet secret candies was not so enjoyable anymore, and judging from some of the emotional reactions from people in the theater, a bad taste was left in their mouths.