Ogilvy Spain’s cause work continues to shine. This time it has created an awareness campaign for the Vicki Bernadet Foundation, a leading organisation in the fight against child sexual abuse (CSA) that coincides with International Day for the Prevention of Child Sexual Abuse, the agency’s seventh campaign for the organisation.
A Minute of No Silence upends the tradition of observing silence in tribute to victims, emphasising that, for victims of child sexual abuse, silence is not a tribute but part of the problem. In the hero commercial, the silence of a vigil is broken by the voices of survivors who name both the victims and their abusers – teachers, relatives, monitors – highlighting the proximity and betrayed trust in most cases. “Silence is the world’s greatest abuser,” the campaign notes.
Enrique Almodóvar, creative director at Ogilvy in Barcelona, stated, “We have been working against child sexual abuse for over 6 years. During that time, we have tried to address the problem from all kinds of perspectives, always based on different data and making visible the various facets of this tragedy. But this year, after 6 or 7 campaigns, we set ourselves a greater challenge. We asked ourselves if ‘traditional’ campaigns are the most effective way to give visibility to the cause, which is why we wanted to launch an initiative rather than just a campaign. We realized that the way we pay tribute to victims of any tragedy (by observing silence) is precisely the same way abusers commit their aggressions. Silence, secrecy, darkness… these are the abusers’ best allies, and what better way to denounce this than through the mythical minutes of silence that are regularly observed.”
Roser Olivella, art director added, “Observing a minute of silence has always been a way of showing respect and tribute to victims. But in the case of child sexual abuse, that silence causes harm, it prejudices them. To stay silent is to allow the abuse to remain hidden, to remain a secret. Only by breaking the silence can we move towards a society truly committed to a safe childhood.”
Almost a third (28.9%) of young Spanish people aged 18 to 30 report having suffered sexual violence during their childhood or adolescence. This figure, devastating in itself, is set against an even more worrying backdrop – 48.1% of these young people experienced psychological violence and 40.5% experienced physical violence during their formative years.
Vicki Bernadet, President of the Foundation and a survivor of child sexual abuse, stated, “Despite the progress represented by legislative changes and active policies that work on violence prevention and commitment to defending children’s rights, child sexual abuse continues to be met with individual rejection. As a result, these necessary advances only occur through education, psychology professionals, or legislators. Currently, we have not managed to break the glass ceiling that families and citizens represent. We must find a way to establish a global and community-wide responsibility for the protection of children. Adults must listen without fear and with the ability to believe them, help them, support them, and protect them. Many victims believe they are alone, with no one to understand them.”
Child sexual abuse affects 1 in 5 boys and girls before they turn 17. Sadly, the majority do not receive the necessary help; in fact, 60% will never receive it. Furthermore, the silence surrounding this problem is devastating, as 85% of those affected do not disclose the abuse until adulthood, which hinders recovery and justice. Over the years, the Vicki Bernadet Foundation has accumulated 10,084 requests for assistance and has achieved broad participation in its training programs, with 40,035 people benefiting from the training provided. Furthermore, its work has had a significant public impact, reaching 725 media appearances.
Outside the campaign, Vicki Bernadet Foundation and the University of Barcelona are organising a new postgraduate program, the Certificate of expert in Coexistence Coordination, Coeducation, and Well-being, and Protection Delegates (2025 – 2026), to create the specialised training essential to create a shift in the defence of the rights of children and adolescents.
Credits:
Creative Agency: Ogilvy Barcelona
Executive Creative Director: Noelia Fernández, Tomás O’Gorman
Creative Director: Enrique Almodóvar
Art Director: Roser Olivella
Copywriters: Esther Tellitu & Sofia Escardíbul
Graphic Services Director: Jordi Roca
Graphic Designer: Monika Díaz
Content & Social Team: Luisana Luporsi
Account Team: Alba Garlito, Giulia Vischi
Communications: Christian Martínez, Laura Cuenca
Client: Vicki Bernadet Foundation
Client Team: Vicki Bernadet, Beatriz Barrera
Production Company: Hogarth
Collaborator: OpenPrint
Head of Production Department: Carmelo Garcia
Executive Producer: Maria Font
Producer: Maria Rizzotto
Production Manager: Sofia Picciafuoco
Production Assistant: Federico Giaccaglia, Alberto Zamorano
Director: Marina Parra
Assistant Director: Belen Odogherty
Director of Photography: Edison Guzman
Editor: Jaime Aguirre
Editor & VFX: Pablo Paris
VFX: Carlos Camarillo
Post-production Coordinator: Axel Ware
Here is some of Ogilvy’s other recent cause work:
