CHILDREN’S TRUST FUND

The Challenge:
Children's Trust Fund needed a campaign that would destigmatize important, but oftentimes difficult, conversations in order to help prevent child sexual abuse. Research revealed a crucial insight: while many adults in Missouri acknowledged the importance of discussing personal boundaries with children, they believed that these conversations were not widely perceived as "the norm" by others.

Our Solution:
An exceptionally warm, positive and approachable campaign that served multiple purposes: 

• Highlighted Normalcy: We showcased statistics provided by The Montana Institute to emphasize that these conversations are, in fact, normal, reflecting the views of a significant number of people. 

• Emphasized Importance: We underscored the crucial role such discussions play in preventing abuse. 

• Encouraged Small Steps: We conveyed that these conversations can begin with simple phrases, like a child asserting, "My body is my own."

In addition to all these, the campaign was designed to empower and resonate with everyone, from ages 3 to 103, ensuring it delivered a positive and supportive message.

Our Execution:
Our creative journey began with the development of a mood board, guiding the campaign's visual direction. Next was a logo for the campaign brand, “Something We Agree On.” This not only served as a way to unite the future positive community norm campaigns to come from Children’s Trust Fund, but spoke to the idea that despite our differences, there is something we all agree on: we want to keep children safe. 

The centerpiece of our execution was the 30-second video, featuring diverse families engaging in these vital conversations. We used still images from this shoot in banner ads and social media posts, ensuring a consistent and engaging presence across various platforms. The campaign succeeded in being not only beautiful and captivating, but also highly informative, spreading awareness about the importance of these conversations and their role in safeguarding children.