About the work
This is an online campaign to help raise awareness of child abuse and societies responsibility to speak up on behalf of children. Telling the story of one day in a young boys life, visitors to the website choose to watch through the eyes of either the boys teacher, neighbour or his best friends father.
During the day you notice that things seem amiss in the boys life, what you see is not necessarily very significant but you are only watching through one persons viewpoint and only seeing a small slice of his life. The question arises as his day draws to a close... do you think what you saw is a sign of child abuse? Should you report this to the authorities?
The film hangs in a perpetual loop at the point of discovering if he is really being abused and the website asks you; "do you want to make a call to child services?". If you think it is right then you must use your mobile phone and call the number given. If you do then the website reveals the entire story of the boys day, piecing together all three viewpoints and possibly vindicating your suspicions.
The creative team at McCann Norway, myself, film director Arild Fröhlich and Christopher Einarsrud worked together to create the website. I worked on the design / art direction of the site and was very involved in establishing the UX design.
This work was undertaken for Reklame For Alvor 2010 (Norway) which translates as Advertising For Serious Concerns, all parties worked pro-bono to create this work.
You can see the Norwegian site here although it is limited in it's functionality now the campaign has ended.
Awards / Press
GULLTAGGEN 2011 - Silver / Best Campaign in Public Information
INTERNATIONAL ECHO AWARDS - Silver / Not For Profit
MAX MARKETING MIX 2011 - Art Direction of the Year
SØLVTAGGEN - July 2010