Category E02. Social Purpose
Production LA PAC Paris, FRANCE
Production 2 NO PROBLEMO Paris, FRANCE
Production 3 THE Paris, FRANCE
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 immerses users in digitally recreated communities – to uncover the harrowing truth about 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. It is the first first social network documentary, where users can explore the stories of each child through every person involved, with more than 60 profiles entirely reconstructed, post by post by analyzing thousands of pieces of data from major stories of child abuse in France. The deeper they explored, the more they realized that every profile was accountable – and that violence against children is a shared responsibility. Social media platforms on mobile have become a prominent way for the French to learn the stories of others - #GuiltyTags uses it to effectively tell the most important stories of all.

Creative Execution

Users would visit the #GuiltyTags page – and see pictures of nine different children uploaded. Each child was an abuse suffer. When they tapped the picture of each child – a series of tags would appear on the child’s face. Every tag, led to a different profile that was connected to the child. Users would be able to explore the different profiles by clicking on the tags. By searching through the pictures, posts, comments of the profiles – the users would discover how that profile played a role in the child being hurt. Maybe it was a teacher who ignored a bruise – or a policewomen who did not take a report seriously – or a drunk, angry father who struck the child. The nine children were connected to 60 profiles consisting of 1667 photos and 144 videos, and 7200 hashtags that could be explored in 9.1 million ways.

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 didn’t just touch millions of French people and increase the public presence of Innocence in 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.

Innocence in Danger exists to protect and defend child victims of violence. While perpetrators are tried and condemned, 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. Instagram was chosen due to its significant popularity in France – and it’s ability to create communities that are connected. The tag function of Instagram became a mechanic to pinpoint responsibility.