McCann London and Innocence in Danger launch ‘Sexxenger’ campaign to highlight online danger for kids

Innocence_in_danger_finalInnocence in Danger, the charity for the protection of children from abuse and violence, has launched a press and outdoor campaign highlighting the potential dangers that lurk within the internet.

The campaign, created by McCann London, features a seemingly innocent message from an online conversation. However, there is more to this message than would meet a child’s eye, and adults will recognise the phallic shape of the speech bubbles. The campaign shows how sexual predators use social networks and messaging to contact their unsuspecting young victims.

The “Sexxenger” campaign illustrates the importance of parental supervision in protecting children from what they can’t see, and will run in print publications and on outdoor sites across the UK from Wednesday, 3rd February.

Rob Doubal, Co President & Chief Creative Officer at McCann, said: “I, like most parents, can become blind sighted by the threat the internet poses to children – which is why we crafted provocative imagery that requires adult understanding to deliver our message.”

Homayra Sellier, Founder and President of Innocence in Danger, said: “All too often parents leave their children to use the internet unsupervised, unaware of the dangers it can pose. We hope that this campaign opens their eyes to the potential dangers, so that they can take the necessary precautions and remain vigilant at all times.”

Agency: McCann London
Media partner: Universal McCann
Chief Creative Officer: Rob Doubal, Laurence Thomson
Creative Director: Jean-Laurent Py
Integrated Creative Director: Chad Warner
Managing Partner: Tom Wong
Copywriter: Jean-Laurent Py
Art Director: Julien De Preux
Designer: Julien De Preux
Head of Art: Michael Thomason
Project Director: Metz Fasano
Creative Producer: Sarah-Louise van Uden
Head of Integrated Production: Sergio Lopez
Account Director: AJ Coyne
Account Manager: Charlotte Habin
Account Executive: Charlotte Walters
Studio Manager: Ellis Faint
Print Producer: Liam White
Artworker: Viren Patel
Media: Universal McCann

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