The Nobody’s Children Foundation Shocks for a Child Abuse Awareness Stunt
Laura McQuarrie — May 11, 2015 — Social Good
References: childrenfoundation & prexamples
In order to increase child abuse awareness, the Nobody's Children Foundation set up an absolutely unmissable stunt in a movie theater.
When unsuspecting movie-goers entered the cinema, they were treated to find little wrapped candies on their seats. The sweets came with a message that read "Eat me. No one will find out. It’ll be our secret," which seemed just like any treat with branding that plays into the guilt of eating sugar.
But the captive audience then sat through a short video showing a heartbreaking message on children who are victims of sexual abuse. Suddenly, getting to eat the sweet secret candies was not so enjoyable anymore, and judging from some of the emotional reactions from people in the theater, a bad taste was left in their mouths.
When unsuspecting movie-goers entered the cinema, they were treated to find little wrapped candies on their seats. The sweets came with a message that read "Eat me. No one will find out. It’ll be our secret," which seemed just like any treat with branding that plays into the guilt of eating sugar.
But the captive audience then sat through a short video showing a heartbreaking message on children who are victims of sexual abuse. Suddenly, getting to eat the sweet secret candies was not so enjoyable anymore, and judging from some of the emotional reactions from people in the theater, a bad taste was left in their mouths.
Trend Themes
1. Child Abuse Awareness Stunts - Opportunity to raise awareness about child abuse through impactful and theatrical stunts.
2. Emotional Marketing - Utilizing emotional messaging and storytelling to leave a lasting impact on the audience.
3. Interactive Brand Experiences - Creating engaging experiences that grab the attention of customers and deliver a powerful message.
Industry Implications
1. Non-profit Organizations - Non-profit organizations can leverage theatrical stunts to capture public attention and educate on important social issues.
2. Marketing and Advertising - Marketing and advertising agencies can explore emotional and interactive strategies to create memorable campaigns for their clients.
3. Entertainment - Movie theaters and entertainment companies can collaborate with organizations to host awareness events that leverage the power of storytelling.
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