The Daily Abuse
Innocence in Danger e.V.
Issue 27 | June 2013
Agency
serviceplan
Creative Team
Chief Creative Officer Alexander Schill Executive Creative Producer Maik Kaehler Christoph Nann Creative Director Marc Vosshall Copywriter Angeliki Karnoupaki Art Direction Iliés Terki Hassaine Robin Lorentschat Account Supervisor Anna Hacker Florian Klietz Graphic Design Christopher Hanebuth Christoph Klasen Agency Producer Sven Simon Creative Producer Florian Panier
Date
November 2012
Background
Every day more then 240,000 children around the world were abused. That was enough to fill up a whole daily newspaper just with their names.
On Monday 19th November, the International Day on Prevention of Child Abuse, Innocence in Danger set out to bring that statistic to life.
Idea
On November 19th, a global newspaper was published in nine languages in 23 of the world’s largest cities. The Daily Abuse reported on what happened every day in the year, the abuse of children.
Its 48 pages showed nothing else but the names of 241,095 children who had been abused physically or emotionally. It was a giant collection of names to show a giant problem.
174 articles reflected the complexity of the issue.
Results
720,000 copies of the paper were printed and distributed reaching over one million readers. Their reactions and responses widened the discussion out to many more people all over the world.
The aim was not to raise donations. Nor was it to count clicks. It was about raising awareness and then about implementing change.
Our Thoughts
Is paper dead? This was the question The Economist posed in an article written, ironically, in its own pages. Circulations may be falling but newspapers are far from dead. The Economist itself has a rising circulation.
So I love the fact that this idea is based on the oldest advertising medium of them all. Yet without digital media, it would not have travelled beyond the hands of its 720,000 readers to reach the minds of millions. We live in a connected world. Isn’t it great?!