May 2008

Turn off the lights and help Peter overcome his fear of the dark.
Pedophilia. You might not see it, but it could be happening. 70% of child abuse cases take place in their own home.

Advertising Agency: EuroRSCG Brasil, São Paulo, Brazil
Art Directors: Daniel Poletto, Kleyton Mourão
Photographer: Geison Genga
Copywriter: Rodrigo Senra
Associate Producer: Ingo Santos

Comments (19)

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Highest Rated

Senhora Kolossa's picture
Senhora Kolossa
Activity Score 483

WTF? Big WTF? seems to be a WTF-Work!

Activity Score 1838

I think the pose in this one is less effective as it is less subtle. The first one, whilst less frank, was creepier, thus more effective.

We're going to need more lube.

marton.santos's picture
Activity Score 37

this one is exaggerated.

jazarah's picture
Activity Score 1262

the visual here is so straight to the point, I guess it's too much the kid looks like he is giving the man a BJ. But anyway I like the implementation, good idea.

matita's picture
Activity Score 488

too much!

theanc's picture
Activity Score 2783

I agree. People don't want to see it.


Wordnerd's picture
Activity Score 6692

that's the main problem: People don't want to see it.

I think when dealing with this issue you cant get hurtful enough

A.G. Pennypacker's picture
A.G. Pennypacker
Activity Score 607

It's bad enough that kid is giving him a BJ, did they have to name him Peter as well?

Rachel.Mann's picture
Activity Score 450

Heh, nice catch.
Little Johnny?

daniel_glezmilan's picture
Activity Score 284
Rachel.Mann's picture
Activity Score 450

Oh my God, too much.

Neil Levy's picture
Neil Levy
Activity Score 314

i hope people write in and have opinions about this good or bad. because that means the ads actually work since they make people feel something. and for this cause it would be really important if they do work. versus just for award show judges and the like. i hope they do both (work to stop the problem and win you some hardware). not sure you need the line on them because when the sun goes down, you see the ad (versus telling people to turn down the lights) unless they're print and then it works. if it's in ooh, you don't need it. either way, great job.

The Pope's picture
The Pope
Activity Score 124

this is sick.

monicamexico's picture
Activity Score 830

These are obscene. Take the down.

raverus's picture
Activity Score 1476

Whole series is sooo amateurish.

Grrrr's picture
Activity Score 1961

What this campaign is trying to do I don't know, apart from making everybody feel sick. And when you're sick, you go to the toilet.

What I like in this is the wall pattern. If only this could be explored creatively, we would end up with a better ad.

the Pun-isher's picture
the Pun-isher
Activity Score 228

So, does the end justify the means?
Yes, this ads got my attention. But I switched off because it's too shocking.


krautland's picture
Activity Score 3216

this will make grandmothers throw up at bus stops.
strong, really.

Senhora Kolossa's picture
Senhora Kolossa
Activity Score 483

WTF? Big WTF? seems to be a WTF-Work!

elitistjerk's picture
Activity Score 54

Take away the bloody text and it says what?
What do they want people to do? Call in and report a suspicion? Are they trying to say that everyone with a small child could be a paedophile?

In a mostly catholic country I'd suspect there are far more important problems to look at. Not knowing where these ads will be broadcast, they're overdoing it.