For over 30 years, the association L’Enfant Bleu – Enfance Maltraitée has been fighting to protect abused children. But this vital mission depends on the generosity of the public, which accounts for 80% of its resources. Havas Play devised a campaign to reach seniors, a source of both donations and legacies.
On December 11, the shock campaign, Death notice, highlighted the tragedy of child abuse by announcing the future deaths of abused children in the section of 47 regional daily press title where seniors are avid readers – the obituaries. Names, ages, places: Charlotte, 8, Paris. Lucas, 12, Fréjus. Leïla, 9, Woippy. Every week in France, a child dies at the hands of his or her parents. Behind each statistic lies a life shattered. The chilling ads, referencing fictitious deaths in 2029, 2030 or 2033 aim to spotlight the harsh realities and lasting impacts of child abuse.
“L’Enfant Bleu wishes to remind us of an essential truth: its action, thanks to donations and legacies, can transform the future of a child victim of abuse. This collaboration with all regional press titles is fundamental to raising awareness in each territory and illustrates the proximity and impact we can have together. We thank our sponsor Havas Play for its creativity, the regional press for their commitment, and all those who make this mission possible through their generosity,” stated The L’Enfant Bleu team.
“At Havas Play, we are convinced that creation and media are intimately linked. This operation for L’Enfant Bleu is a perfect example. By placing our message in the obituary pages of all the regional daily papers, we’re speaking directly to a specific specific audience to evoke emotion and inspire support for the L’Enfant Bleu association,” added Fabrice Plazolles, creative director, Havas Play.
“Thanks to the regional press, a local medium by nature, L’Enfant Bleu touches the hearts of French people where they live. By integrating these hard-hitting messages into 47 regional titles, this campaign, piloted by 366, highlights the urgent need for awareness and action, emphasising that every community has a role to play in protecting children,” noted Marie Bailly, OPS and brand content sales director, 366.
Credits:
Client: L’Enfant Bleu
President: Isabelle Debré
General Director: Laura Morin
Communications & Fundraising Officer: Axelle Anne
Agency: Havas Play
President: Stéphane Guerry
Chief Operating Officer: Emeric Deminière
Creative Director: Fabrice Plazolles
Copywriters: Océane Margery, Romain Jouffriault
Art Directors: Manon Salinier, Nicolas Maitrot, Coraline Vacher
Junior Art Director & Motion Designer : Antonin Devenyns
Strategic Planner: Hugo Saez
Brand Director: Ugo Medioni
Head of PR & Influence : Audélia Leloup
PR Officers: Clotilde Lechevalier, Jérémy Métais
Communications Manager: Maryse Lars
Media Officer: Emma Loos
VP Content Media Partnerships: Émilie Perrier
Media Agency: 366
