Brazil has been pretty active in producing creative campaigns to fight child abuse. One of the sad facts about this abuse is that it often happens before our eyes because we are too blind or ignorant to see the signs. This recent ambient campaign is simple yet effective in reaching out to adult females, encouraging them to report indecent online behavior involving kids.
The guerrilla campaign involves the misplacement of children's underwear in the adult lingerie section to catch women off guard. The tag reads, "This shouldn't be here. But some people pretend they can't see it." The tag then guides you to a website to report such indecent behavior.
The campaign was created by Lew'Lara\TBWA ad agency, Brazil with art direction by Pedro Rosa.
Check out another recent glow in the dark campaign that was used in Brazilian magazines: