Brief Explanation

To get parents to pay attention to ignored data on the growing problem of Internet-initiated child sexual abuse, we brought the numbers to life – literally. We hijacked Malaysia’s biggest book sale The Big Bad Wolf, a 10-day event where parents of young children are a key demographic, and set up a child’s bedroom at its entrance. Unsuspecting parents were drawn to the Ikea-style exhibition. They quickly discovered that, much like how child predators operate, things were not as they seemed. What looked familiar and innocent, like the clock or the kid-sized bed, actually hid infographics that revealed shocking statistics upon closer inspection.

Execution

Furniture tags hung above key elements in the bedroom exhibition, containing information and statistics. As parents examined the tags closely, they realised that each piece of furniture represented a startling fact about the issue. For example, a bed represented the rate of reported child sexual abuse cases in Malaysia. A clock visualised how frequently a child is raped. Throughout their journey, they were redirected to a comprehensive online cybersafety guide. There, they could learn practical tips on spotting and stopping child predators in their tracks.