JCDecaux's flash campaign for the World Childhood Foundation
For vulnerable children, Corona is more than a virus. In the wake of covid-19, there has been an increase in domestic violence, online grooming (contact with children for sexual purposes) and the spread of abusive material. JCDecaux has therefore created a campaign in support of the World Childhood Foundation that will be visible across the country during week 17.
Founded in 1999 by Queen Silvia, the World Childhood Foundation works to prevent violence and sexual abuse against children. The Queen spoke last week in a recorded video about the importance of adults seeing all children around us at a time when many are particularly vulnerable.
"We are extremely grateful to JCDecaux for giving us the opportunity to reach out across the country with an important message - that vulnerable children are particularly affected by the Corona situation. We hope that many adults will now visit our website and take note of our tips on how to support these children at a difficult time," said Paula Guillet de Monthoux, Secretary General of Childhood.
The campaign appears on JCDecaux's Eurosize series of billboards in Sweden's 25 largest cities and was developed by JCDecaux and advertising agency Abby Priest.
"We started working with Childhood and developed the whole campaign within 5-6 hours. The fact that we were able to develop this campaign so quickly is due to a close and good agency cooperation with Abby Priest and that Childhood was quick in its decisions", says Malin Otterström.
It is now more important than ever for adults to see all the children around them, and to pay attention to what is not immediately visible.
"Unlike much of Europe, Sweden is spared the lockdowns that have been implemented in a number of countries. The exception in our country is children of secondary school age. It is time to highlight the increasing psychosocial consequences of the lockdown of our secondary schools", says JCDecaux's CEO Magnus Heljeberg.
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