The Council of Europe: The Underwear Rule, The hand

The Council of Europe commissioned Grey Amsterdam to create a campaign with two clear goals: to encourage children suffering from sexual abuse to speak up and seek help; and to make adults aware that sexual violence against children happens more often than one might think. Deliberately, The Underwear Rule’, a cartoon animation, follows an accessible route, which speaks to the children directly. In this way, parents and care givers have a tool with which to educate children regarding sexual abuse. The campaign (http://www.underwearrule.org), involving TV and digital work, sees a cartoon character called Kiko explain boundaries. In a simple, playful and unthreatening tone, ‘The Underwear Rule’ describes what children should accept or not, when being touched. The campaign, which rolls out across all 47 member countries, and will be also illustrated in a book, downloadable for free from the internet.

Advertising Agency: Grey, Amsterdam, Netherlands

December 2010


mdb1974's picture
411 pencils

This whole campaign feels weird.

dadada's picture
1720 pencils

nice animation, it helps children to understand that they've a power to say "No"

Everybody is creative, be yourself.

Agus Russo's picture
Agus Russo
10 pencils

I don´t think a child could understand to what they are saying "no". Anyway, the target of the campaign seems to be the parents.

(excuse grammar/spelling mistakes, i´m not north american)

morse's picture
17002 pencils

I think it works. The art direction is really unique.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
40638 pencils

It works for me.

haimen's picture
2 pencils

the target is obviously the parents
it works for them so they will talk about the danger of abuse to their children
have a nice day

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