Innocence en Danger - "The Letter of Demotivation"

BABEL

BABEL Paris, Francia

2673

Titolo	The Letter of Demotivation
Titolo (Lingua Originale)	La lettre de démotivation (anglais)
Agenzia	BABEL
Campagna	The Letter of Demotivation
Cliente	Innocence en Danger
Marca	Innocence en Danger
Data di Prima Diffusione/Publicazione	2020 / 4
Settore	Istituzioni/Associazioni
Trama	Innocence in Danger wanted to reach companies and make them realize that they should be a part of the fight for child protection. Since traditional awareness campaigns didn’t have much impact on them, we had to find a new way to communicate. We decided to not talk about abused children but about the traumatized adults - and traumatized employees – they can become. We created a character, “Julien Miraute”, embodying millions of victims, and wrote a Demotivation letter instead of a Motivation Letter (French word for Cover letter). Based on real testimonies, relating daily pains and sufferings at work as a consequence of abuses from childhood, and all the reasons why he would NOT be a good candidate, the letter has been sent to the 100 largest compagnies in France. We used mailing and LinkedIn mainly.
Tipo di Media	Interattivo
Lunghezza	170 seconds
Executive Creative Director	Laurent Nuyen
Creative Director	Cédric Auzannet
Creative Director	Jean-Laurent Py
Copywriter	Nicolas Dubois
Art Director	Adrien Millot