| Titre | The Letter of Demotivation |
| Titre (langue originale) | La lettre de démotivation (anglais) |
| Agence | BABEL |
| Campagne | The Letter of Demotivation |
| Annonceur | Innocence en Danger |
| Marque | Innocence en Danger |
| Date de première diffusion/publication | |
| Secteur d'activité | Associations d'information et de lutte contre la maladie |
| Synopsis | Innocence in Danger wanted to reach companies and make them realize that they should be a part of the fight for child protection. Since traditional awareness campaigns didn’t have much impact on them, we had to find a new way to communicate. We decided to not talk about abused children but about the traumatized adults - and traumatized employees – they can become. We created a character, “Julien Miraute”, embodying millions of victims, and wrote a Demotivation letter instead of a Motivation Letter (French word for Cover letter). Based on real testimonies, relating daily pains and sufferings at work as a consequence of abuses from childhood, and all the reasons why he would NOT be a good candidate, the letter has been sent to the 100 largest compagnies in France. We used mailing and LinkedIn mainly. |
| Type de média | Digital |
| Longueur | |
| Directeur de la création | Laurent Nuyen |
| Directeur de création | Cédric Auzannet |
| Directeur de création | Jean-Laurent Py |
| Concepteur / rédacteur | Nicolas Dubois |
| Directeur artistique | Adrien Millot |
Plus de réalisations
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- MARQUE:
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- MARQUE:
- KFC
- AGENCE:
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La lettre de démotivation 2
- MARQUE:
- Innocence en Danger
- AGENCE:
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Cv
- MARQUE:
- Innocence en Danger
- AGENCE:
- BABEL
La lettre de démotivation 1
- MARQUE:
- Innocence en Danger
- AGENCE:
- BABEL