The Underwear Rule, The hand

December 2010
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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 (, 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

Comments (6)

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haimen's picture
2 Activity Scores

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