Innocence in Danger "@GuityTags" (2017) 2:00 (France)

As if monthly terrorism weren't enough of a reason to see France in a new light, now comes the knowledge that two children are murdered in France every day. To create awareness about this fact and get people acting, Innocence In Danger created this campaign that uses Instagram, to tell stories of 9 children that were based on real cases. And then tags everyone who is responsible for what happened to those children. A parent might have killed their child but the alcoholic aunt and coldhearted spouse and day care worker who is more interested in partying than doing their job are all to blame. And if we just look through the Insta feeds we can see the signs are there the whole time.

I'm not a fan of any campaign that shames someone into acting, let alone one that is so embedded on one social channel. A cursory search on Twitter shows the only people talking about the campaign are people in advertising. The comments on the Instagram feed-- where this campaign lives--either come from people who have created new accounts, have their accounts private, or work for the agency. It's nice a lot of trades are writing about the story but judging by the response from real people, very few have seen it. As an idea, it's fine. As an effective piece of communication, though, not so much.

Client: Innocence in Danger
Agency: McCANN Paris
Executive Creative Directors: Riccardo Fregoso, Julien Chiapolini
Associate Creative Directors: Sébastien Boutebel, Guy Lewis
Art Directors: Lauren Haberfield, Jimmy Charles
Integrated Producer: Arnaud Lemens
CEO: 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
LA PAC – Production
Executive Producer: Jean-Gabriel Saint paul
Line Producer: Varick Loyer
Casting Director: Naim De la Lisière
NO PROBLEMO – Production
Executive Producer: Eric Pelletier
THE – Sound production
Producers: Raphael Fruchard, Jérôme Alquier