Campaign details

Brand: Ad Council
Client: Ad Council
Agency: MullenLowe London

Executive summary

This paper shows how our work for The Truth Project raised awareness of, and enforced the importance of talking about child sexual abuse, as well as making Child Sexual Abuse (CSA) survivors aware of the chance to share their experiences. To speak unquestioned without the fear of judgement. In short, to be heard, some for the first time.

Our story is unusual because it describes the type of insight gathering and deployment that agencies typically reserve for commercial communication applied in socially critical and highly sensitive comms development.

The scale of the task was huge with over 3 million adults survivors of CSA.1 Re-traumatisation from comms was potentially high-risk, which would be a dereliction of our duty of care.