UNICEF: End Violence

Child abuse is most often committed by the people children trust most (their parents) in the places where they should feel safest (their homes). We wondered what the world would look like if parents accepted child abuse as a normal part of home-life. So, we built a special line of “hiding furniture” for children in abusive situations and promoted it to real parents shopping for kids’ furniture.

The campaign was a success, with over a million views in the first few hours after launch, and over 10 million views in the first week. Through social activations, we achieved a 2500% increase in traffic to the UNICEF #EndViolence page.

Won: Best Non-Profit Social Campaign in the Shorty Awards

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SOCIAL STUNT:

Hiding Furniture

CASE STUDY VIDEO:

Parents don't think child abuse will happen in their homes with their children. To further the problem many parents confuse abuse with discipline. The truth is child abuse almost always occurs where kids should feel the safest. To raise awareness and get parents talking about where it happens and what counts as abuse, we conducted a social experiment.

To maximize web traffic, we created interactive ads, promoting "violence-friendly" furniture to parents of infants and young children. These posts generated over 50,000 clicks to the #ENDviolence microsite in the first 48 hours.