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Campaign|Integrated, Social Media & Online Marketing
DO NOT PUSH THE THOUGHT AWAY
BMFSFJ und UBSKM
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The family is the most important social safe space for children and young people. But it is precisely there - in the immediate family and in the direct social environment - that around 75 percent of sexualized violence and abuse against children and young people takes place. Despite this, 85% of people in Germany consider it unlikely or even impossible that it happens or can happen in their own environment. How do we get people to believe that the unthinkable is conceivable?

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Our role:
Beratung
Design
Event
Concept
Political campaigning
Web development & programming

Idea

Sexualized violence can only be prevented if we allow ourselves to think that it can also affect our own children - or children we know. We therefore build a bridge from well-intentioned tips, worrying advice and trusting offers from education and the family environment to the thought of the danger that we often do not want to acknowledge. The clear appeal: Don't push the thought away!

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Implementation

We don't want to create shock moments, but we do want to sow doubt about the previous assumption that sexualized violence only takes place "elsewhere". With a nationwide poster campaign with several motifs and a TV commercial, we are ensuring broad awareness and maximum sensitization. The campaign will be shared on social media in a variety of formats by well-known creators such as Rebecca Mir, Jennifer Weist, Victoria Müller, Silvi Carlsson, Sarah Bora, Maria Popov, Britta Kiwit, Aljosha Muttardi and many more. The campaign is complemented by a range of materials such as brochures and flyers, advertisements, events and a landing page that answers important questions and provides options for action.

UBSKM Poster

On November 17, 2022, the Federal Minister for Family Affairs, Lisa Paus, together with Kerstin Claus, the Federal Government Commissioner for Abuse Prevention, gave the go-ahead for the campaign at a press conference - in a walk-in campaign poster.

An important communication channel for the campaign are the reels on the Instagram channels of @abuse commissioner and @bmfsfj. Here we bring the topic even closer to (younger) people. The total of 18 videos were viewed over 1.5 million times, liked 117 thousand times and commented on 2 thousand times - predominantly positive, touching and sharing their own experiences.

The information brochures for the campaign are aimed at adults who know a child in their family or immediate environment in order to protect them from sexual violence and abuse, as well as institutions and facilities from schools to associations and local specialist advice centers that want to provide information on the topic and take action. The five booklets answer the most important questions on the subject of sexual violence, provide information on protection and prevention, and give advice on the correct behavior in cases of suspicion and when talking to children about the subject.

Further projects

  

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