Advertisement

@GuiltyTags

Agency Network: 
Published/Aired: 
April 2017

@GuiltyTags - Innocence in Danger

Description: 

Innocence in Danger - a worldwide association for the protection of children - and McCANN Paris partnered to create @GuiltyTags, a social media campaign that demonstrates how an entire community can be is responsible for the death of one child.

In France, two children die every day from violence and one in ten adults claim to have experienced abuse as children. Violence against children has become an urgent public health issue. Even more disturbing is a lack of community action to combat it. Often, people involved in the child’s life fail to speak up or take action at the signs associated with violence and neglect.

Using Instagram, @GuiltyTags, tells the stories of 9 murdered children, all based on real cases. In all Instagram pictures all the people responsible for what happened to those children are tagged.

To recreate each community – 60 profiles and more than 1650 posts were created. By exploring each profile linked to each child – people can discover how each person was responsible – whether by neglect, direct action or simply by failing to speak up about the signs.

Digital advertisment created by McCann, France for Innocence In Danger, within the category: Public Interest, NGO.

Advertising Agency: McCann, Paris, France
Executive Creative Directors: Riccardo Fregoso, Julien Chiapolini
Associate Creative Directors: Sébastien Boutebel
Art Directors: Lauren Haberfield, Jimmy Charles
Integrated Producer: Arnaud Lemens
Chief Executive Officer: Bruno Tallent
Account Director: Coline Déchelette
Senior Strategic Planners: Shadi Razavi, Pierre-Jean Bernard
Channel Planner: Régis Langlade
Senior Digital Project Manager: Charlotte Bauer-Couty
Communication Manager: Isabelle Hafkin
Community Managers: Henry Roux-Dessarps, Alizée Tournadre
Production: LA PAC
Executive Producer: Jean-Gabriel Saint paul
Line Producer: Varick Loyer
Casting Director: Naim De la Lisière
Production: NO PROBLEMO
Executive Producer: Eric Pelletier
Sound Production: THE
Producers: Raphael Fruchard, Jérôme Alquier

Comments (3)

Log in or register to post comments

Highest Rated

emotionalbaggages's picture
emotionalbaggages
Activity Score 44

Damn bruh this is powerful I don't even pay attention to what the narrator said. I am emotionally invested to the video. For lots of seconds there I thought 'Did they actually tag the criminal? oh my god to they actually call the killer out on instagram?! do they actually gather all the photos from internet?' - then oh, then I realized you're recreated it (remember, I don't pay attention to the narrator and what she said). Relieved, It saves my gullible-easily-broken heart from sadness. I gotta say this is a wake-up call and kinda makes you think deep about social media nowadays. I hope this will shackles everyone's attention span to read the sign- and eventually can help make a difference even if it's little. This is heartbreaking, but good one. Something new. Kudos, fam. <3

kleenex's picture
kleenex
Activity Score 49614

Did this idea work though??

CrackerJackFlash's picture
CrackerJackFlash
Activity Score 19599

Lion

emotionalbaggages's picture
emotionalbaggages
Activity Score 44

Damn bruh this is powerful I don't even pay attention to what the narrator said. I am emotionally invested to the video. For lots of seconds there I thought 'Did they actually tag the criminal? oh my god to they actually call the killer out on instagram?! do they actually gather all the photos from internet?' - then oh, then I realized you're recreated it (remember, I don't pay attention to the narrator and what she said). Relieved, It saves my gullible-easily-broken heart from sadness. I gotta say this is a wake-up call and kinda makes you think deep about social media nowadays. I hope this will shackles everyone's attention span to read the sign- and eventually can help make a difference even if it's little. This is heartbreaking, but good one. Something new. Kudos, fam. <3

Advertisement