| Titre | Young Masseuse |
| Agence | spark* |
| Campagne | Young Masseuse |
| Annonceur | Community Development Authority |
| Marque | Child Protection Centre Helpline |
| Date de première diffusion/publication | 2015 / 4 |
| Secteur d'activité | Organismes de Normalisation & Standardisation |
| Synopsis | What happens when abused children start advertising? |
| Philosophie | HOW A DUBIOUS MEDIUM WAS TURNED INTO A POWERFUL TOOL AGAINST CHILD SEXUAL ABUSE INSIGHT: IT ALL STARTS WITH AN INNOCENT MASSAGE.It was evident that child sexual abuse began on the pretext of a massage given by or to children, from people close to them. MEDIUM: MASSAGE PARLOUR CARDSThese barely disguised advertisements for illegal ‘happy ending’ massages are found on parked cars across the city everyday. They seemed the most relevant medium to spread awareness about our problem. We used a medium everyone hated, to convey a message no one could ignore. IDEA: YOUNG MASSEUSE CARDSCards were re-created to look like massage parlour cards. Commonly used words were used as sales lines on them. However, the images of skimpily clad women were replaced by those of young children. Messages at the back of these cards spoke about the issue, and raised awareness about a helpline that existed to stop child abuse.These cards were then placed on cars in parking lots, next to other, regular massage cards. |
| Problème | UNREPORTED SEXUAL CHILD ABUSEWhen Dubai’s Community Development Authority (CDA) launched its Child Protection Helpline, mild sexual abuse was revealed as a growing problem. A large percentage of this was being silently endured, due to cultural taboos. We wanted to find a way to raise awareness about the helpline, to help stop this abuse. |
| Résultat | RESULT: THE CARD NO ONE THREW AWAYAs people removed the usual cards from their cars, something happened. On noticing the CDA cards, they stopped. We could see their disgust at the cards turn into shock and empathy. The messages left them moved. Some stared at them for minutes while others showed them to their friends. Calls to the helpline have shown an increase. Mainstream media have expressed an interest on supporting this activation further. In the movement against child sexual abuse, the massage card has been converted into an ally. |
| Type de média | Ambient |
| Plus d'info | www.cda.gov.ae |
| Directeur Général | Yusuf Pingar |
| Directeur de création | Alaa Demachkie |
| Directeur de création associé | Jamal H. Iqbal |
| Directeur artistique | Reqwan Amir |
| Concepteur / rédacteur | Francesca Foley |
| Galeries de photographies | Corbis Images/Great Stock |
| Chef de groupe | Edward Lahoud |
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