La campaña está formada por videos digitales en inglés y en español
The multicultural agency launched two digital videos that place the viewer at the sexual predator’s vantage point, enabling parents to experience just how easily a dangerous stranger can come in contact with their children. The campaign features digital videos in English and Spanish and a pre-roll media plan specifically directed at fathers of boys and girls between 10 and 15 years of age. “We all have this image of a sexual predator spying on kids in playgrounds or outside schools, when in reality, they’re hiding behind their computer screens, taking advantage of the anonymity provided by the Internet” said Amanda Archey, Art Director for this project. This campaign was inspired by something that hit close to home for the team in the agency. Aldo Quevedo, Principal and Creative Director at Richards/Lerma said “Personally, I have pre-teen daughters who engage in various social media outlets and we try to give them the freedom and independence they deserve, but at the same time we try to be aware of the people they interact with. It’s a very delicate balance between those two issues. This is the biggest takeaway from the message in this campaign: We need to have open communication with our children and create awareness of how important it is for us to remain involved in monitoring their activities.”
