CDHS — CO4Kids

Brand/Identity, Case Studies, Integrated

Work

The challenge.

When the Colorado Department of Human Services told us that Colorado had one of the lowest rates in the country for reporting child abuse and neglect, we knew we could lend a hand, literally.

details

Year: 2014

Categories: Brand/Identity, Case Studies, Integrated

Approach

The objective of the campaign was to market the new statewide child abuse and neglect hotline and educate the general public on how to identify and report child abuse and neglect.

Research indicated that positive communications can stimulate greater citizen activism and have a measurable impact on the lives of children at the local level. Rather than feature “solutions” or “happy endings,” we worked to mobilize the community with big-picture thinking, a focus on “necessary,” not just “nice,” to inspire action and proven effectiveness.

Since child abuse and neglect doesn’t always manifest itself in obvious ways, we asked the public to look a little closer for signs and indications that something isn’t right. Recognizing people’s hesitation to get involved, we proposed the simple message, “You dial the number. We’ll make the call.” Through intriguing and powerful photography of children covering their faces with smiley-face-painted hands, we encourage the viewer to take notice of any suspected child abuse or neglect. The imagery beckons the viewer to look more closely and spend time with the ad, only increasing the opportunity to remember the phone number.

Approach

The objective of the campaign was to market the new statewide child abuse and neglect hotline and educate the general public on how to identify and report child abuse and neglect.

Research indicated that positive communications can stimulate greater citizen activism and have a measurable impact on the lives of children at the local level. Rather than feature “solutions” or “happy endings,” we worked to mobilize the community with big-picture thinking, a focus on “necessary,” not just “nice,” to inspire action and proven effectiveness.

Since child abuse and neglect doesn’t always manifest itself in obvious ways, we asked the public to look a little closer for signs and indications that something isn’t right. Recognizing people’s hesitation to get involved, we proposed the simple message, “You dial the number. We’ll make the call.” Through intriguing and powerful photography of children covering their faces with smiley-face-painted hands, we encourage the viewer to take notice of any suspected child abuse or neglect. The imagery beckons the viewer to look more closely and spend time with the ad, only increasing the opportunity to remember the phone number.

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