Research shows that every fifth girl and every seventh boy in Slovenia are victims of sexual abuse, with as much as 85% of all sexual abuse taking place within extended family. In the EU, less than a third of all child sexual abuse incidents are reported, while in Slovenia that number has even decreased over the past few years.This issue is additionally amplified by the general public’s low level of awareness and lack of knowledge of the facts, as well as this being a taboo topic. Stigma, shame, feelings of guilt and fear are driving families and others in the know away from solution.To make a step forward, we need to present the wider Slovenian public with the harsh reality of child sexual abuse and then encourage them to take responsible action.To avoid the taboo, we used the analogy of escape rooms, which are very popular in Slovenia. Sexually abused children are held captive behind the four walls of an abusive environment from which they cannot escape. Only adults can help them escape.This led to The Real-Life Escape Room being set up at a real-life crime scene, where Amadea was sexually abused as a child for many years by her grandfather. With Amadea as an escape room guide, it was based on her real story and on only one clue. After Amadea’s revelation, this clue led visitors to report abuse to the local organisation, which is the only way offenders can be stopped.The purpose of the event was to record an authentic, emotional video in order to raise awareness and encourage reports. The video premiered at the largest media event in Slovenia, where key influencers and others watched it one by one in the company of Amadea, without knowing who she was.
Outcome The campaign objective was to market the need for more World Parents (monthly donors) in Sweden – but the outcome was a lot more than that. Our made up virtual girl Sofia made a huge impact all over the globe and the campaign got an earned media reach for this particular subject of 663 million people. The film had 987 000 views on Facebook, Instagram and YouTube, which is a new record for UNICEF Sweden. But most importantly, we recruited 37% more World Parents compared to the same campaign period in the previous year. Strategy Our strategy was to find a new and innovative way of taking a well known disadvantage for NGO’s – that news media favors one crisis, one subject, one area at the time – and make it the fuel of our whole idea. And at the same time, our campaign need to protect the children’s integrity. We decided to create a virtual girl who could be the face and the voice for all the children never seen or heard. Making sure that we used the faces of real children from neglected emergency areas, and real stories, we made sure that Sofia, although made up, would bring the realest message there is in a way that would intrigue journalists to highlight the subject. Execution ImplementationWe morphed together 500 images of children in UNICEF emergency areas, using the tool Face Research. The final image was mounted on our 3D-model, which was made by scanning an actress similar to the morphed image, using our photogrammetry 3D scanner. PlacementFacebook was our main channel for the film. We added it on YouTube, to make it easier for journalists to use as content. The film was strongly supported by PR and UNICEF:s owned channels. The film was also exhibited on Stockholm Art Week, in prestigious Gallery Duerr. TimelineThe campaign ran ran between 12th April - 2th May 2016, and was launched with the film on Facebook. Followed by a media and blogger outreach. UNICEF’s Ambassadors highlighted the campaign in their own channels and told the stories of children in emergencies that no one talks about. Synopsis UNICEF works to give every child, everywhere, a fair chance in life. Our mission and the campaign’s objective was to market the need for more World Parents (monthly donors) in Sweden to help out in emergency areas all over the world. But a lot of these emergency areas are neglected by the media, and therefore invisible to the potential monthly donors. Relevancy Editorial media tend to focus on one human catastrophe at a time. We made a PR-campaign to highlight all the children living in neglected emergency areas of the journalist’s radar. And we got an earned media reach of 663 million people on the subject. CampaignDescription What if one child could give a face and a voice for all the children that are neither seen or heard in emergency areas across the world? #For Sofia. We used 500 images of children in UNICEF emergency areas and morphed them into one girl. We named her Sofia (the world's most common girls name). Then we got the 3D animators from Planet of the Apes and Avatar to bring her to life. In a Facebook film, Sofia could give a voice – and a face – to all those children who are not heard or seen today. The call to action: "Help the children no one sees. Join us in the fight for a better future. For every child. Become a Global Parent today. unicef.se/sofia”
Today, 1 in 3 children are out of school in countries affected by war of disaster.In May 2019, UNICEF, showcased the effects of this crisis with a unique exhibition at Palma De Mallorca Airport, Spain to urge delegates attending the Third International Conference on Safe Schools to take positive action.Introducing, The Class of No Tomorrow.The Class of No Tomorrow is an experiential exhibition of three wood sculptures, each one made from wooden debris taken from schools destroyed by armed conflicts. The wood was sourced from the remains of three affected schools (Left to right).1. Left: Novotoshkivske School, Ukraine 2. Middle: Ogweni Primary School, South Sudan 3. Right: Khalid bin Wal id School, IraqShaped like children, these sculptures symbolized the innocent victims who lost their schools and right to learn due to armed conflicts.The exhibition was placed at the baggage collection area in Palma de Mallorca Airport, Spain – a spot where every delegate attending the Safe Schools Conference 2019, would pass through.