The Truth Project is part of the large-scale Independent Inquiry into Child Sex Abuse. Its advertising had to be handled very carefully. It had to encourage victims of child sexual abuse to come forward to talk with the Inquiry about experiences that they suffered, sometimes decades beforehand, and make them feel safe doing so. Many have already done so. The new round of advertising for the project hopes to encourage many more.
The campaign also had to raise awareness across the general public to create a conversation around child sexual abuse. This, too, is a challenging task. It’s difficult to discuss child sexual abuse openly, but without those conversations it will never be stopped.
MullenLowe London’s new film for the Truth Project launched on Monday, January 14, to do both of these jobs. The film follows on from a poster and radio campaign by MullenLowe last year. It builds on the same sentiment – acknowledging that victims and survivors of child sexual abuse have “never been heard”.
Dru Sharpling, who heads the Truth Project at the Inquiry, explained, “Every single person who comes forward to speak at a Truth Project session is heard without judgement. These are difficult things to talk about, but as a society we have to be able to do so, or we will simply never break the silence. This campaign hopes to shift this conversation and in doing so, encourage more victims and survivors to share their experience at Truth Project where they will be listened to and heard. We need to understand the past to help protect children now and in the future.”
https://youtu.be/nzfRPT_0Coo
The film will run on TV and online. In addition, a large-scale activation is planned for February involving speech bubble balloons flying in the sky above London and Cardiff.
Credits:
Agency: MullenLowe London
Chief Creative Officer: Jose Miguel Sokoloff
Executive Creative Director: Mark Elwood
Creative Directors: Lovisa Silburn & Hugh Todd
Senior Producer: Nicholas Kurs
Junior Producer: Phoebe Robertson
Account Director: Katie Mccambley
Account Manager: Charlie Fry
Chief Strategy Officer: Jo Arden
Strategy Director: Sandy Doran
Junior Strategist: Anna Jenkins
Senior Producer: Nicholas Kurs
Junior Producer: Phoebe Robertson
Production Company: Gorgeous
Director: Chris Palmer
DOP: Daniel Landin
Producer: Rupert Smythe
Production Manager: Cat Irving
Editing: Jonnie Scarlett @ The Quarry
Post Supervisor: Tom Sparks
Colourist: Seamus O’Kane @ The Mill
Sound: Parv Thind @ Wave
Client: Independent Inquiry Into Child Sexual Abuse – Truth Project
Director of Communications, Engagement And HR: Georgina Middleton
Head Oof Marketing: Mehboob Umarji
