Break the silence/candy bag
Himaya - NGO against child sexual abuse
Issue 24 | October 2012
Agency
Leo Burnett Beirut
Creative Team
Chief Creative Officer: Bechara Mouzannar Regional Executive Creative Director: Malek Ghorayeb Creative Director: Areej Mahmoud Deputy Managing Director: Nada Abi Saleh Senior Art Director: Chabel Sawane/Crystel Hoche Art Director: Marya Ghazzaoui Copywriter: Salem Habbous/Tania Saleh
Production Team
Project Manager: Tim Bedwell
Other Credits
Media Manager: Line Abou Nasr Communication Executive: Michel Haddad
Date
October 2011
Background
To raise awareness on sexual abuse affecting 1 out of 7 kids in Lebanon.
Parents often think that sexual abuse will never happen to their kids. But they wanted to show them that it could happen to anyone, anywhere…even the places they thought were safe.
Idea
They headed to schools in the city, and distributed candy bags (usually used by predators to approach kids) featuring messages that seemed both appealing and fishy on the back, and revealed its purpose and offered helpful tips on the back.
Results:
2,500 candy bags were distributed among the top 4 private schools, spreading awareness among an average of 3 family members and a total of approximately 7,500 individuals. The next day, the schools were discussing the topic, thus raising awareness among an additional 1,800 individuals in each school, including teachers and students with a total of 7,200 individuals. A total of 14,700 individuals benefited from the ‘candy bags’ campaign.