Child Focus Belgian Center for Missing and Sexually Exploited Children - "#CatsforKids 2"

VML

VML Antwerp, Belgium

4172

This ad is part of the ACT Responsible Collection

Brand: Child Focus Belgian Center for Missing and Sexually Exploited Children
Country: Belgium

Advertiser: Child Focus

Title	#CatsforKids 2
Agency	VML
Campaign	#CatsforKids
Advertiser	Child Focus
Brand	Child Focus Belgian Center for Missing and Sexually Exploited Children
Date of First Broadcast/Publication	2020 / 11
Business Sector	Human Rights
Tagline	For every cat picture 78 images of child sexual abuse are shared.
Story	Every day we find a reason to share cute cat pics but today - the European Day for the Protection of Children from Sexual Exploitation and Abuse - is the perfect time to explore your talents as a photographer. Your cat picture can help raise awareness of a grave injustice: online child sexual abuse. According to Child Focus’ and Wunderman Thompson’s calculations, some 243,000 cat pictures are posted on Instagram every single day. That is a whole lot and painfully little at the same time because the number of images of child sexual abuse being shared online is estimated at a shocking 19 million per day. In other words, cute cat pics are outnumbered 78 to 1. Sound incredible? That’s because the problem stays below the radar for the most part. Of course, images of child sexual abuse are not openly shared on Instagram. They are posted on the dark web, exchanged via WhatsApp, on forums, etc. This means the problem is simultaneously of colossal proportions yet nearly invisible. With cat pictures Child Focus has found an accessible way to bring this terrible injustice to the general public‘s attention. Several influencers have already weighed in by sharing a picture of their own cat with the striking message. The campaign also refers to the contact point stopchildporno.be. Child Focus asks anyone who comes across child sexual abuse images not to click away in a reflex but to report the images to the proper authorities.
Media Type	Social Media
Creative Director	Manuel Ostyn
Creative Director	Pieter Staes
Creative Team	Kate Bellefroid
Creative Team	Jolien Tuyteleers
Copywriting	Jérôme Van Den Broeck
Copywriting	Yves Donceel
Account Director	Tom Thijs
Account Executive	Charlotte Feremans
Agency Producer	Amélie Van Campen
Designer	Christophe de Pelsemaker
Designer	Ynje Degraeve
MOTION DESIGN	Mikael Naudet
PR	Valérie Rosiers
PR	Elke Janssens
PR	Annelies Schrevens
PR	Judith de Maeyer
PR	Sofie Verschaeren
DTP	Theo Hachtingius
Print Producer	Sofie Verschaeren