Amigos For Kids - Sensitive Content
The obvious move was to show it. Visible imagery, impossible to ignore. That's how most campaigns approach child abuse. But 65% of people scroll past anyway. The discomfort is too great. The instinct is to look away.
The first insight ran the other direction. Eighty percent of social media users will actively uncover blurred or obscured content. Hide something and people lean in.
The second insight was what they found when they did. Not horror. A happy child. Smiling. “Normal”. Because abuse isn’t always visible It doesn't announce itself. It hides behind ordinary faces and ordinary days.
Role: Concept, Creative Direction, Copy
“Things are not always what they seem; the first appearance deceives many. The intelligence of a few perceives what has been carefully hidden.”
—The Phaedrus, Plato
