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You may not see it

You may not see it

Even if we don’t see it, pedophiles might be causing real harm. It’s when the lights go out, that most child abuse occurs, as stated by the recent campaign by EuroRSCG Brazil for CERCA (Reference Center Against Child Abuse), on the National Day Against Child an Youth Sexual Abuse (18th May).


The first image on the print ads shows a candid picture with the quote “Turn off the lights and help us to end the fear od the dark that Bia has”. As we we turn off the lights, the second image reveals a cruel truth about child abuse: “Pedophilia . You may not see it, but it might be happening”.

The print ads use fluorescent ink to visualize the second image. More versions below.



Additional credits:
Title: Fluorescent Ad
Advertiser: CERCA
Agency: Euro RSCG Brasil
Art Direction: Daniel Poletto e Kleyton Mourão
Copywriter: Rodrigo Senra
Photography: Geison Genga
Graphic Production: Ingo Santos

I'm Head Of Data & Analytics at Fullsix Portugal, with 10 years of interactive and creative experience for local and global clients. Read more