Shadow
We Protect Kids
The numbers are shocking and hard to bear: Every week in Germany, three children are killed by their own parents. Tens of thousands experience violence, abuse, neglect, or mistreatment every day. The warning signs are often only recognized when it’s already too late.
For Universal Children’s Day on November 20, a special task was at hand: To raise awareness for an issue society would rather ignore.
The initiative We Protect Kids uses scientific studies to advocate for stronger child protection – and needs financial support to do so.
How do you raise awareness about everyday child abuse without shocking or hurting the audience? The creative campaign finds a visual language that is both sensitive and powerful: It shows peacefully sleeping children with a threatening shadow cast over them.
The visuals, shot by Hamburg-based photographer Timmo Schreiber, are distributed nationwide through a carefully planned media strategy. Out-of-home provider Ströer supports the campaign with a Germany-wide out-of-home and digital-out-of-home flight, complemented by social media measures and a central landing page with a donation option.
| Photographer | Timmo Schreiber |
