Title | NEIGHBOUR AUNTY |
Brand | MONTFORT CARE |
Product / Service | CHILD ABUSE |
Category | E04. Social Behaviour & Cultural Insight |
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 |
liang hian lo | Blak Labs | Art Director |
Praveen Amarasuriya | Blak Labs | Copywriter |
paul tang | cutscene | Executive Producer |
Tariq Mansor | cutscene | Director |
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.
The aim is to get people to speak up about child abuse. We created a ‘silent video’ with a through-provoking twist and aired it on major social/mobile channels such as Spotify, where it elicited over a million impressions. All in, the campaign garnered close to 13,000 pledges of support from the general public during the 3-month period.
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).