TOUCH ME NOT

Bronze Spike

Demo Film

Presentation Image

TitleTOUCH ME NOT
BrandPARINAAM FOUNDATION
Product / ServiceNOT-FOR-PROFIT ORGANISATION THAT PROVIDES HOLISTIC SUPPORT FOR CHILDREN.
CategoryE05. Interactive Outdoor Experiences
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA

Credits

Name Company Position
PRASOON JOSHI MCCANN WORLDGROUP Chief Creative Officer
ASHISH CHAKRAVARTY MCCANN WORLDGROUP National Creative Director
PUNEET KAPOOR MCCANN WORLDGROUP Executive Creative Director
DILEEP ASHOKA MCCANN WORLDGROUP Account Director
RATHISH P SUBRAMANIAM MCCANN WORLDGROUP Creative Director
VAISHALI RAO MCCANN WORLDGROUP Copywriter

Write a short summary of what happens in the ambient or digital execution or campaign.

A first of its kind, natural and interactive educational tool that aids in teaching children about sexual abuse, effectively. We created topiaries of a boy and a girl from a combination of real touch-me-not plants and life-like replicas, to demonstrate live the lesson of Safe Touch and Unsafe Touch. Our target audience, children between the ages of 5 and 11 were introduced to these topiaries and interacted with them by running their hands over the sculptures. Most of the body that represent Safe Touch were created from touch-me-not replicas. But the body parts that represent Unsafe Touch - the chest, part between the legs and the bottom, were made from real touch-me-nots, which closed down immediately when touched. With this, we were able to demonstrate effectively what Unsafe Touch was, and created a bigger impression on the children to ensure this lesson wouldn’t be forgotten any time soon.

Cultural/Context information for the jury

In India, sexual abuse on children is unfortunately on the rise. To build awareness and educate children about this issue, a common lesson taught is called Safe Touch and Unsafe Touch. They represent the body parts of one’s self that are unsafe for other to touch and those that are. This is usually demonstrated to children with the help of books, videos or dolls. But in these situations, children are often just passive listeners, who may be easily distracted or may not fully grasp the complexities of this issue. This is why a live experience for children, with the help of our grass sculptures was paramount.