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Shocking Films Highlight Different Kinds of Abuse Happening Behind Closed Doors

LOLA MullenLowe Paris launches new campaign in partnership with Ministry of Solidarity and Health

Shocking Films Highlight Different Kinds of Abuse Happening Behind Closed Doors

In 2016, 67 children died from physical abuse by a relative and 19,700 complaints were filed for sexual abuse against minors.

With this in mind, LOLA MullenLowe in Paris and the Ministry of Solidarity and Health have launched an unprecedented campaign to raise awareness surrounding the different forms of child abuse and empower all citizens to take action.

On International Child Day (20th November) five shocking spots were broadcast in a 1 minute 40 second compilation, each illustrating a type of child abuse, with the first being aired right before the 8 o’clock news on France 2.

The films send a strong message: as long as nothing is done, the abuse will continue to go on.

Each spot features a different house from which you hear the sounds of children suffering abuse (physical, psychological...)

The facades are purposefully different in order to remind viewers that child abuse occurs across all social classes. A block of flats, a mansion in the countryside, a townhouse... all children are concerned regardless of where they live.

The last spot shows viewers how they can help stop child abuse by dialling a dedicated number: 119.

The 30 second version of the campaign has since been viewed over 4 million times on YouTube.

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Advertiser: Ministère des Solidarités et de la Santé


Sound Design: Schmooze

Creative Agency

Art Director: Nicolas Boudeau

Brand Manager: Philippe Guibert, Delphine Vallon, Anne-Hélène Etesse, Sandrine Fauduet

Chief Creative Officer: Chacho Puebla

Client Partner: Philippe Adenot, Mélanie Gazengel

Copywriter: Caroline Ribemont

Creative Agency: LOLA MullenLowe France

Creative Director: Cédric Guéret

TV Producer: Vanessa Jalbert

Category: Corporate, Social and PSAs , Social

Genre: People , Storytelling