Change The Ending

Using children's drawings we were able to convey innocence while expressing the tragedy of what some are living through and have experienced and overcome, childhood domestic violence. Throughout human history childhood domestic violence occurs in private settings. Only those in the home see what's happening behind closed doors. It's something no one talks about… so when we were challenged to create the first ever campaign for Childhood domestic violence, we wanted to utilize new technology that took a typical private experience, and made it public.

Typically when we scan a QR code on our mobile device, the reveal is private. One to one. The consumer scans a QR code and he/she privately views his/her phone and sees the reveal.

But with new technology, QRad (Quick Response AD) the consumer scans the QR code and does not keep the message to themselves. Instead, with QRad they share the message with the community… they share the message publicly.

If we want to change the ending, we must change the conversation.

This campaign and QRad invites the consumer in, to be a part of the solution, to take action and their reward is to remove the lie and reveal the truth so the entire community can see. The truth no longer hidden.