Dubai Foundation for Women and Children
Problem: Educate parents to help their children overcome past abuse experiences.
Target Audience: Parents of abused children.
Insight: Abused children know they are alone, weak and helpless but still think this is all their fault.
Parents of abused children live in guilt and anger, they struggle to support their kids.
Solution: Empower children of abuse and their families by beating old memories and making the cognitive decision to move on.
Big Idea: Our memories, together.
The activation is going to happen in a variety of malls, such as Dubai Mall and Mall of the Emirates. This campaign will engage with people by asking them to write a bad memory they have with a pencil on a white wall, and then erase it. We want to raise awareness about child abuse, and teach parents that it is never too late to start over, move on and make new better memories. Together, we are stronger.
