The “Look Closer” campaign, signed by SOKO/Droga5 SP for Childhood Brasil, brings a crucial warning about the sexual abuse of children and adolescents in the country. The central fact that the action highlights is shocking: 85% of cases of sexual violence are committed by acquaintances of the victims, with the majority occurring at home. The objective of the campaign is to raise awareness among the population, especially parents and guardians, about the urgency of “taking a closer look” at this reality.
Based on data from the Brazilian Public Security Yearbook, every hour, eight children or adolescents suffer sexual violence in Brazil, but only 8.5% of these cases come to the attention of police authorities. The impact is even more serious when one realizes that, of the total number of victims, 88% are girls, and among them, 51.9% are black. The silence around this issue perpetuates the cycle of abuse, and the campaign seeks precisely to break this invisibility.
“We believe that confronting and preventing sexual violence against children and adolescents requires making visible what is invisible and transforming this fight into a cause for everyone. Silence perpetuates the cycle of violence, only protecting the aggressor. Talking about sexual abuse is touching an open wound in our society, especially because this violence occurs precisely in spaces that should be protective and caring”, comments Laís Peretto, Executive Director of Childhood Brasil.
The main piece of the campaign is a seemingly innocent illustration of a little house with childish features, but which, upon closer inspection, reveals alarming information about sexual violence. This creative choice has a purpose, as explained by Isabela Marangoni, Creative Director of Soko/Droga5: “The choice of drawings for the campaign was made for two reasons: Firstly, because drawing is one of the ways that children can express what they are feeling. living in cases of abuse. Second, because this topic is difficult to digest, and we needed a ‘Trojan horse’ — something that was attention-grabbing, sensitive and childish, especially in Children’s Month, and then invited people to take a closer look at the subject. and discover what could really be happening inside a house.”
The campaign unfolds across various communication platforms, such as social networks, cinemas, TV, OOH and digital influencers, with the aim of amplifying the debate and stimulating awareness of the issue. Raquel de Paula Oliveira, Communication and Marketing Manager at Childhood Brasil, reinforces: “Our objective was to create an impactful campaign, with a purposeful bias, that inspires a sense of collective responsibility to build a safe and protected environment, where every child and adolescent can grow up free from violence.”
The launch of the campaign coincides with Children’s Day, on October 12, and has the support of partners such as Aceleraí, Canal Futura, CCR Aeroportos, Cinemark and SBT, among others, who will broadcast the 60 and 30 second film, highlighting possible signs of sexual abuse that need to be watched closely.
