Protect & Save The Children Digital, Case study The Sickest Mannequin Challenge [image] by Naga DDB Malaysia Petaling Jaya
![The Sickest Mannequin Challenge [image]](https://fcdn.me/ef5/3b1/protect-save-the-children-the-sickest-mannequin-challenge-image-fa2c835ef7ae110544a66dc3fd.jpg "The Sickest Mannequin Challenge [image]")
Protect & Save The Children: The Sickest Mannequin Challenge [image]
Awards:
| ADFEST 2017 | ||
|---|---|---|
| Film Lotus | Internet Film: Public Services & Cause Appeals | Silver |
Credits & Description:
Product/Service: Public Service Announcement
Client: Protect & Save The Children
Agency: NAGA DDB TRIBAL
City: PETALING JAYA
Entrant Agency: NAGA DDB TRIBAL SDN BHD
Description:
Brief: Statistically, 79% of child trafficking is for sexual exploitation. However in a society where such cases are seen as taboo, Malaysia has yet to sanction the Optional Protocol on the sale of children and child prostitution. To push for legal reforms and stricter laws, Protect and Save The Children, a non-governmental organisation has started an online petition. The challenge: How do we put on a spotlight on this taboo issue and drive people to sign the petition?
Solution: Leveraging on the mannequin challenge viral video trend, we created a webfilm that takes viewers on a disturbing tour of a brothel selling sex with children. By using the mannequin challenge to highlight this issue, we convey the key message of stopping perpetrators in their tracks and keeping child sexual exploitation at a standstill. The video then leads to an online petition pushing for harsher laws for the prosecution of grooming, trafficking and sexual exploitation.