Unwanted Touches

Creative idea

Sexual aggression against minors, as well as sex education in general, is a taboo in a religious, traditionalist country like Romania. This makes it easier for adult sexual predators to manipulate kids into making sexual abuse “our own little secret”. Child Helpline Association and the Romanian Police wanted to get people talking. Sexual aggression shapes the victims’ lives forever. To prevent that from happening, parents should help kids see the difference between good and bad touching. So we gave the unspeakable an approachable name, - ”Unwanted touches” - showing the shaping of a girl’s inner-self, as years go by, by the countless touches she experiences.

Brand name: Child Helpline Romania
Advertiser / client: Child Helpline Romania / Romanian Police
Product / service: Awareness for Sexual aggression against minors
Campaign name: Unwanted Touches
Agency network: INDEPENDENT AGENCY
Agency: Mercury360 Communications SRL
Digital agency: Outbox
Additional company: Outbox SRL
Production company: Animotion
Web address: https://www.116111.ro/AtingeriNedorite/
Executive creative director: Liviu Țurcanu
Art director: Roxana Păduraru
Copywriter: Ana Șerban
Account director (agency): Mădălina Gheorghe
Client account director: Cătălina Surcel
Photographer: Alex Gâlmeanu
Film production: Alex Gâlmeanu
Director: Alex Gâlmeanu
Director of photography: Alex Gâlmeanu
Music: Animotion
Screenwriter: Ana Șerban
Agency producer: Mihai Prușan
Post production: Animotion
Digital creative: Andrei Busuioc
Event production: Camelia Moroianu
Additional company: Client Service Director: Mihaela Bourceanu Account Executive: Georgiana Bumbu Traffic Manager: Luiza Olaru Romanian Police (client): Ramona Dabija