Here is a really good campaign from UNICEF South Africa created by Y&R Johannesburg:
The interesting aspect of this campaign is that they used oppositions to make people react. For example, they opposed two perceptions of toys. You have on one side the children/toys relation; commonly they consider their toys as their own world, here to listen to their pain, secrets and even to protect them. Conversely, adults consider them like harmless objects. And we all know, as grown up, that they can’t protect children.
On the other hand, the realization reinforces this effect. We are in a child room and the toys are protecting him/her from the outside. The interesting point is that the child is in a dark bedroom, which seems to be safer than outside where there is some light. And usually we feel more secure when there is light.
In addition, we are in the same room and we are just looking at a situation, not knowing what is behind the door. Letting people imagine what may happened can be more powerful than showing abuses. So, in asking that question “If you don’t fight child abuse, who will?” they encourage people to take a decision, to act. And we know that toys won’t protect children if we don’t. This is a really good fundraising campaign! Good job!