Singapore Launches "Unspoken Truth" Campaign on Unreported Child Abuse

Child abuse is a serious problem for many people in Singapore. Child victims fear society's judgment and often do not report it. Especially when the abuser is someone close, children tend to believe the abuse is their own fault and that no one will believe them if they speak up.

Recognizing this reality, Sanrakshan.org (a social enterprise working to raise children more safely worldwide) launched "The Unspoken Truth" campaign to raise awareness about unreported child abuse. Dentsu Inc. Singapore executed the campaign alongside Isobar, part of the Dentsu Aegis Network, and PosterScope, specializing in OOH advertising.

Dentsu Inc. Singapore enhanced the campaign's impact by adding an interactive experience to the standard poster display. Posters feature the tagline "Just because you didn't see it, doesn't mean it didn't happen," prompting viewers to scan a QR code in the poster's lower right corner using a smartphone or other mobile device. Scanning reveals a different "unspoken truth" on the screen than what was printed on the poster (see below). Users can then directly donate to the organization or support rescued child victims via the web.

Implicit Truth Messages (Example)

 

●Message Before Scan

I climbed into my own futon. It was time to sleep. He kissed my forehead, turned off the light, and said, "I love you."

●Post-Scan Message

I crawled into my futon as if hiding. I'm so scared. He sneaked into the room. It's always at this bedtime. Sweat beads up on my forehead.He's kissingmy neck. I want to die. This isn't how it's supposed to be. He turns off the light, gets into my bed, and says , "Don't make a sound. I love you."

Dr. Vani Khare, founder of Sanrakshan.org, stated, "Childhood sexual abuse is seen across all sectors of society, race, and religion. While every country implements strict child protection policies to address it, the discomfort, shame, and guilt associated with sexual abuse mean it remains largely unrecognized by the general public. Somewhere, we have made it a taboo."

This campaign ran for one month starting mid-December 2018, featuring outdoor advertisements at bus stops and in magazines.