Ad Nut
Nov 4, 2019

When grooming is a bad thing

THE WORK: 'Online grooming' for the Queensland Family & Child Commission by VMLY&R Brisbane.

Halloween has passed, and Ad Nut didn't see any legitimately scary movies. The film above, however, is truly bone-chilling, showing how a sexual predator 'grooms' a young victim for exploitation. Ad Nut encourages parents to watch the whole thing. It may seem slightly unrealistic, but that's because you're watching a compressed, three-minute representation of a process that could easily take months. Predators can be extremely patient, diligent and insistent.

The social campaign, by VMLY&R Brisbane for the Queensland Family & Child Commission, also includes the poster below for distribution in schools. The agency worked with a QFCC committee and the Queensland Police to establish the storyline, and consulted with real teens to ensure the scenario was believable.

Click to enlarge

CREDITS

Client
Tracy Fogarty
Bonita Guilfoyle
Anjulee Singh
Agency
Guido Pecego – Associate Creative Director
Chelsea Parks – Associate Creative Director
Jim McKeown – Creative Group Head
Phil Vale – Art Director
Josh Bartlett – Film Director
Griff Englander – Editor
Katie May Hollett – Producer
John Shard – Retouching
Tash Kent – Account Manager
Adam Kennedy – Managing Director
Fiona Caird – General Manager

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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