Title | NEIGHBOUR AUNTY |
Brand | MONTFORT CARE |
Product / Service | CHILD ABUSE |
Category | B10. Not-for-profit / Charity / Government |
Entrant | BLAK LABS Singapore, SINGAPORE |
Idea Creation | BLAK LABS Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Justin Lim | Blak Labs | Executive Creative Director |
Hwee Peng koh | Blak Labs | Executive Creative Director |
Praveen Amarasuriya | Blak Labs | Copywriter |
liang hian lo | Blak Labs | Art Director |
Tariq Mansor | cutscene | Director |
paul tang | cutscene | Executive Producer |
Child abuse in families are on the rise but Singaporeans rather turn a deaf ear to it. In conjunction with the 5thanniversary of Big Love Child Protection Centre, this stark but thought-provoking campaign encourages neighbours to report incidences of abuse to relevant authorities, instead of ignoring it.
According to Ministry of Social and Family Development, there were 894 cases of intra-familial abuse involving children under 16 in 2017, compared to 551 cases in 2015. With child abuse on the rise, Montfort Care initiated an omni-channel campaign with awareness videos on social media and bus shelter posters in the heartlands. The campaign broke in October 2018, coinciding with Big Love Child Protection Centre’s 5thanniversary. Minister Desmond Lee graced the event which garnered over 12,000 pledges from people to protect children from abuse and neglect. (Source: www.straitstimes.com/singapore/social-workers-hailed-for-helping-abused-children-as-big-love-marks-5th-year)