| Title | Fernand |
| Agency | McCann Brussels |
| Campaign | Fernand |
| Advertiser | Action Innocence Group |
| Brand | Action Innocence Group |
| Posted | May 2005 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Philosophy | A childrens book telling the story of Fernand, the obese pea and his struggle for acceptance. Just when you are captured by his touching story you are confronted with a pornographic picture. This unexpected and shocking picture illustrates the crouching threats that are around the corner at any time on the internet. |
| Problem | Create a mailing for Action Innocence, a non-governmental organiszation with a non lucrative goal set up in November 1999. Through prevention programs and informative campaigns. Al fights against the sexual abuses relating to children on the Internet. This mailing is addressed to sensitize journalists and school principals on the Internets risks for children. |
| Result | Many schools have responded to the mailing and have contacted Al to organize preventions programs in their classes. Al could also benefit from wide media coverage, several articles were published in almost all prominent Belgian newspapers and numerous participations to several radio and TV broadcasts. |
| Media Type | Direct Mail |
| Market | Belgium |
| Creative Director | Jean-Luc Walraff |
| Art Director | Sophie Norman |
| Account Executive | Filiz Temur |
| Copywriter | Philippe Thito |
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