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PHNX Awards

Creative Award
Paris, France
Association L'Enfant Bleu - "BOOK Cover" by PHNX Awards 2024

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TitleBOOK Cover
Agency
Campaign The Hidden Story
Advertiser Association L'Enfant Bleu
Brand Association L'Enfant Bleu
Date of First Broadcast/Publication 2023 / 7
Product NO FOR PROFIT
Business Sector Institutional/Public Interest/Non-Profit Org.
Story The French association L'Enfant Bleu has taken on a new challenge in the fight against child abuse: the phenomenon of "sharenting", where parents unwittingly share photos of their children on social networks, exposing them to potential dangers, including online child pornography. To raise public awareness, particularly among parents, and encourage legislative action, the association launched "The Hidden Story" campaign. This innovative initiative saw the creation of the children's book "The Hidden Story", offering a double reading: an innocent story for children and a warning for parents about the risks of online sharing. The communication strategy was carefully thought out, with a launch during the summer vacations, a period when parents are most active on social networks. The book was distributed both physically, via partnerships with FNAC for distribution, and digitally, using QR codes in public spaces. The results were impressive: over 800,000 parents were reached by the campaign, and even influential parents acknowledged their lack of awareness of the dangers of sharenting. This mobilization attracted the attention of the national media and the French government, culminating in the unanimous adoption of a law guaranteeing the protection of children's images. The sustainability of this achievement is reinforced by the book's translation into 12 languages and worldwide distribution, in the hope of inspiring other countries to follow the French example. With a relatively modest overall production budget of 3,000 euros, this campaign shows how a targeted communications strategy and collaboration with key partners can have a significant impact on awareness and legislative change.
Media Type Others
President Isabelle DEBRÉ
Managing Director Laura MORIN
Agency Havas Play
Creative Director Fabrice PLAZOLLES
Copywriter Romain JOUFFRIAULT
Art Director Nicolas MAITROT
Junior Art Director Erwan Thomas
Illustrator Coraline VACHER
Motion designer Chloé MENCARELLI
Motion Designer Lynn Rammal
Brand Director Ugo MEDIONI
Strategic Planner Hugo SAEZ
Head of influence and PR Audélia LELOUP
President Stéphane GUERRY
Publisher Havas Edition
Director of publication Etienne CURTIL
Production supervisor Marie GLATT JAMET & Rose-Aimée GEMAIN
Display director Isabel PIRES