#GUILTYTAGS

Title#GUILTYTAGS
BrandINNOCENCE IN DANGER
Category A04. Data Storytelling
Product/Service#GUILTYTAGS
Entrant McCANN PARIS, FRANCE
Idea Creation McCANN PARIS, FRANCE
PR WEBER SHANDWICK Paris, FRANCE
Production LA PAC Paris, FRANCE
Production 2 NO PROBLEMO Paris, FRANCE
Production 3 THE Paris, FRANCE
Credits
Name Company Position
Riccardo Fregoso McCann Paris Executive Creative Director
Julien Chiapolini McCann Paris Executive Creative Director
Sebastien Boutebel McCann Paris Creative Director
Guy Lewis McCann Paris Creative Director
Lauren Haberfield McCann Paris Art Director
Jimmy Charles McCann Paris Art Director
Bruno Tallent McCann Paris Chief Executive Officer
Coline Déchelette McCann Paris Group Consultant
Shadi Razavi McCann Paris Senior Strategic Planner
Arnaud Lemens McCann Paris Integrated Producer
Pierre-Jean Bernard McCann Paris Head Of Social
Henry Roux- Dessarps McCann Paris Community Manager
Alizée Tournadre McCann Paris Community Manager
Régis Langlade McCann Paris Channel Planner
Isabelle Hafkin McCann Paris Communications Manager
Awa Barry McCann Paris Creative Excellence Manager
Arnaud Pochebonne Weber Shandwick Paris Executive Vice President
Manon Torgue Weber Shandwick Paris Junior Consultant
Jean-Gabriel Saint Paul LA PAC Executive Producer
Varick Loyer LA PAC Line Producer
Naim De la Lisière LA PAC Casting Director
Eric Pelletier NO PROBLEMO Executive Producer
Raphael Fruchard THE Producer
Jérôme Alquier THE Producer

The Campaign

#GuiltyTags uses a social network to uncover the network behind child abuse. We posted the stories of nine child victims on Instagram – based on true events. Then we created and tagged all the profiles that led to that child being hurt. The more users explored, the more they realized that every profile was accountable – and that violence against children is a shared responsibility. To create an authentic experience – we researched then collated data from hundreds of real cases of child abuse. Dedicated community managers and social media specialists had to innovatively use this data to rebuild every profile, populate their feed, and show how the profiles are connected to both each other and the child victims. A direct call-to-action was featured on every piece of content – that encouraged users to report in suspected signs of child abuse. In addition on relevant content, the government hotline to report to was provided. By telling real stories about real children based on innovative interpretation of thousands of pieces of data – then showing how they are intricately connected – we could use a social platform to create a terrifying but compelling reflection of society.

#GuiltyTags transmuted thousands of pieces of data about child abuse in France – into an experience that engages users to face up to the truth of their guilt. The #GuiltyTags Instagram account got 7,333 subscribers in two weeks and caused over 3340 spontaneous social discussions. It went on to achieve a total of 48 million organic impressions including social, outdoor and PR (major French and international magazines like Le Figaro, France Inter, RFI, Creativity Online and many more). Innocence in Danger saw a 71% increase in online mentions over the two-week period. Local companies and initiatives rallied behind #GuiltyTags and gave it 90 thousand Euro worth of free media space. The campaign took data that is sadly, all too often ignored and turned it into a powerful emotional experience that triggered a paradigm shift crucial to getting people to take responsibility for the children of their communities. It didn’t just touch millions of French people and increase the public presence of Innocence En Danger – it got them to take action and protect the children of their communities – the French Child Safety Hotline experienced three times more calls since the launch of the campaign.

We analysed data from hundreds of cases of child abuse in France in order to rebuild communities on Instagram that users can explore to uncover the shared responsibility of child abuse. Every post from every profile from every community was created based on research by a team of independent journalists then built by dedicated community managers to create an evidence based living-social eco-system that shows how the guilty are connected to their victims, tells the story of those victims, and reflects a crucial plight of French society that gets everyone to face up to their responsibility or own their guilt.

Innocence in Danger exists to protect and defend child victims of violence. Our ambition was to reveal the chain of responsibility that plagues the child protection system. Feelings of helplessness, fear of intrusion, reprisal and the bureaucratic complexity of reporting abuse are reasons that lead to people’s failure to assist a person in danger even though the latter is punishable by law. Our bet was that social media, which grants unprecedented access into people’s lives and fosters our sense of community, could reveal the ties that bind us, encouraging us to assume our shared responsibility and speak up should we witness abuse. To truly convey this plight we partnered with independent journalists to do exhaustive research on child abuse cases in France – and picked out the key commonalities and gathered data that appeared frequently in all cases. Not only from the perpetrators themselves but also the victims, and those peripherally involved. A team of community managers and social media specialists worked to interpret this data and represent it the most engaging and powerful way. The tag function, usually a light-hearted way to connect, was inversed innovatively to become a marker of guilt and responsibility.