| Title | 14 IS NOT OK |
| Brand | ESTONIAN SEXUAL HEALTH ASSOCIATION |
| Product/Service | NOT APPLICABLE |
| Category |
A02. Healthcare |
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Entrant
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OPTIMIST CREATIVE Tallinn, ESTONIA
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Idea Creation
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OPTIMIST CREATIVE Tallinn, ESTONIA
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Media Placement
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OPTIMIST CREATIVE Tallinn, ESTONIA
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PR
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OPTIMIST CREATIVE Tallinn, ESTONIA
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Production
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OPTIMIST CREATIVE Tallinn, ESTONIA
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Post Production
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OPTIMIST CREATIVE Tallinn, ESTONIA
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Credits
| anoorupa bose |
Optimist Estonia |
Creative strategy, Creative direction, Copywriting, Media strategy |
| Siim Nikopensius |
Optimist Estonia |
Creative strategy, Creative direction, Copywriting |
| Bruno Palmik |
Optimist Estonia |
Art direction |
| Heigo Heinleht |
Optimist Estonia |
Art direction |
| Maris Teder |
Optimist Estonia |
Project management |
| Susanna Eenma |
Optimist Estonia |
Project management |
| Marko Kivirand |
Optimist Estonia |
social media management |
| Cäthly Oja |
Optimist Estonia |
PR management |
| Sandra Audova |
Optimist Estonia |
PR management |
| Triin Adamson |
Optimist Estonia |
PR management |
| Kristjan Taal |
na |
Photography |
| Helina Risti |
na |
styling |
| Elsa Levo |
na |
make-up |
Cultural / Context information for the jury
Cultural context:
In Estonia, the legal age of sexual consent is only 14.
At 14, a child is too young to understand the dangers that come with sexual consent. So every year, 14-year-old children become victims of sexual abuse because of this law, and yet, all previous attempts to change the law have failed. The problem is, people think 14 is OK.
Topical context:
5 days before we released this ad, there was yet another case of alleged sexual abuse involving a 54-year-old football coach and a 14-year-old female footballer. People including football teams and female footballers defended the coach saying it was 'consensual'.
Media Context:
We released this story on Estonia's largest daily newspaper that is known for sensational news.
Translation. Provide a full English translation of any text.
It's a double-spread long copy newspaper content (1400+ words) that is designed in the style of an interview, with different quotes highlighted and strategically placed next to different photographs. For the jury to be able to judge how the copy and art worked together to achieve the goal, we have uploaded a translated version of the same ad.