TASK

NAPCAN wanted to create a multimedia campaign that coincided with National Child Protection Week, urging adults to reassess their behaviour around children.

SOLUTION

We came up with one powerful thought ‘Children See. Children Do’ born from the strategic insight that adults have the single biggest influence on children.

This idea was integrated across multiple media channels. TV and cinema was supported by print, interactive outdoor, online and 5 radio commercials, one of which was a chillingly familiar road rage scene targeting drivers during peak hour. By highlighting this truth and literally demonstrating the adult’s influence, we changed people’s behaviour and attitudes immeasurably.

RESULTS

17TH MOST AWARDED CAMPAIGN IN THE WORLD 2010.

19.6 MILLION VISITS.