Child Sexual Abuse Awareness Campaign
For this self-initiated project, I chose to create a campaign that would be displayed on food packages and OOH (out of home) ads.
This is one of those topics that many people are afraid to talk about. It could be because they don’t know how to talk about it, or they have been a victim of sexual abuse as children, or because they are trying to protect a secret too difficult to divulge.
Whatever the case, I strongly believe it is something that should be discussed because children need to know they are not complicit or at fault if someone ever violates them or has violated them.
This project addresses the children directly. The goal is to help them feel empowered and unafraid to speak out for themselves or for others who they know may be victims of sexual abuse.
Design meant to appear like cut paper craft, shown on meal box
Target Audience
The target audience for this project is children from ages 5-17, English- and/or Spanish-speaking. The reason this is in English and Spanish is because the topic transcends all cultural and ethnic boundaries.
Geographic Scope
United States and Mexico.
Objective
The sole objective of this project is to empower at least ONE child to say something and end their abuse. If at least one single child can be spared from further abuse, then this project/campaign has been successful.
Strategy
Visually, this is created to look like the scenes are created by cutting out and layering paper, like the kind of project a child might create in school. The colors are chosen to be visually appealing to children.
Within the United States, product packaging that young children are likely to see could be used to display the message: 1) a juice box, 2) the back of a (McDonald's) Happy Meal box, and/or 3) the back of a milk carton — the small kind given at school for meals.
In Latin America, the strategy would be slightly different in order to better reach children. While it is common for children in the U.S. to receive lunch at school, it is not a common scene in Latin American countries. Many kids and young teens do, however, use public transportation to move about. Two different bus ad (sizes) are used for the Spanish visuals.
