Client: 5Rights Foundation
Role: Copywriter
Agency: Innocean Berlin

Childhood Redrawn

The internet was never designed for kids.

They are easy prey for addictive algorithms, explicit content, and terms and conditions that do the opposite of protecting them. To make matters worse, when something goes wrong, Big Tech puts the responsibility on parents instead of being held accountable.

5Rights Foundation, a leading organization for child safety in digital environments, had to step in and fight for change. Promoting one of their petitions, we developed a print campaign that highlights the discrepancy between the internet's malicious design and children's innocence.

We used children's handwriting and juxtaposed it with some of the most evil practices and aspects of the internet's current design. The result is a gut-punching message that resonated with many.

The campaign was live in Belgium, Germany, the UK, and Norway.



Some of the reactions the campaign got online:

“This stopped me in my tracks”

“Wow this is bad. I mean, it is very good. But veeery bad.”

“I have a younger brother in law who fits into this category, and seeing these are huge. this is one of the things that’s gotta get talked about more"

“Child safety isn’t a feature. Make it mandatory. "

Credits

Client
5Rights Foundation

Senior PR Advisor
Niall McGourty

Executive Director
Leanda Barrington-Leach

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Chief Creative Officer
Gabriel Mattar

Executive Creative Director
Ricardo Wolff

Copywriter
Axel Fonteyne

Junior Art Director
Linda Neuman

Junior Copywriter
Mario Andric