Some children’s stories are never believed
Dark Cloud
For thousands of survivors of child abuse, free legal services are their only path to justice, safety, and healing. These services are often the only way survivors can access support and advice to navigate through complex systems like the National Redress Scheme — a scheme that provides monetary and other recognition to those who have experienced institutional child abuse.
But the Redress Scheme will end, and with it, funding for vital legal supports like Knowmore is under serious threat.
No one wants to talk, or even think about, child abuse - so how do you go about creating a campaign that forces people look, listen and act.
Silver Lining
Silver Lining worked with Knowmore to develop a creative and media strategy that aimed to grow a community of advocates for survivors of child abuse.
As Knowmore had next to no awareness amongst the general public, the first step was to find like-minded supporters for future communications and donation opportunities.
As most advocacy ‘drives’ alternate between fear and hope, we began by looking at the stark facts.
No one wants to talk, or even think about, child abuse.
44% of Australians report feeling anxious when they take part in a conversation about child abuse.More people are victims of abuse than you would think.
1 in 4 Australians aged 16 years and over have experienced child abuse.Unbelievably, some survivors are never believed.
1 in 3 Australians would not believe children if they disclosed that they were being abused.
The campaign ran on Meta, asking supporters to sign a petition. It was imperative to make the reason to sign as broad as possible, as no one actively supports child abuse.
From these interactions and sign-ups, supporters were followed up with sequential EDMs providing more information about the good work Knowmore do and, in the future, how they can help through donations. Along the journey, lead magnets were used, such as downloadable PDFs for both survivors and friends or colleagues of survivors, offering hope for some form of closure and justice.
For the ‘consideration’ phases, we go harder on the fear by introducing a suite of children’s books that you would not find in any library. The intention was to create a mental connection between storytelling and innocence, highlighting the harsh reality that many survivors are never believed.
Some stories are never told.
Results
The campaign is still in market but initial results show that sign-ups are performing +126% above target KPIs.
Credits
Creative & Strategy: Silver Lining
Media: Misfit Digital
Media Strategy: Siobhan Condon
Website: Digital Wonder