Putting a #FullStop against child sexual abuse

According to the National Crime Records Bureau, approximately 20,000 cases of child sexual abuse are reported every year. In 2014, 1,008 children were raped in Delhi, which means that three children were raped everyday in the capital last year. Obviously, the stats are alarming and the issue needs to be addressed immediately. The children need to be rescued from their current situation as well as be taught the difference between a good touch and a bad touch.

To address this issue, Bachpan Bachao Andolan (Save the Childhood Movement - BBA), and Kailash Satyarthi Children's Foundation have come together in association with Please See to launch a campaign titled #FullStop.

The web portal, www.fullstop.org.in, which has been designed by creative agency Please See, showcases a video titled 'Listen.Full Stop.' , which depicts how a child is often abused sexually and gives hints about the same which the elders usually fail to notice. Talking about the brief, the spokesperson at Please See says, ''The entire team was driven to find a way to give back to society and make a change. Please See is aligned with the philosophy of using design for a cause, to use design to help better the society we live in. For this campaign, the entire team worked together to plan out an identity the entire country could rally behind, and the 'Red Hand' was born. This identity led to a viral digital campaign, which has had fantastic results already.''

Since its launch on September 24, the digital-heavy campaign has made extensive use of all social media platforms like Facebook, Twitter, Instagram and YouTube. It has leveraged the cause through Google Analytics. On Twitter, the hashtag #childsexualabuse was trending in India, and reached nearly 10 million Twitter users within a day. More than 700 Twitter users posted 1,300 Tweets, which included participation from personalities like Miss Malini and actress Kalki Koechlin. On Instagram, users were encouraged to take a selfie with their hand out, similar to the #FullStop logo, tagged with #fullstop. Over 60 people have already posted such selfies. On the launch date, more than 23,500 people were engaged on Facebook. A video PSA was launched on YouTube, receiving over 87,759 views till date and over the agency claims that 3,000 users clogged onto the website, on the launch date itself.

The campaign intends to target both children and adults and has created specific content for both categories - below and above 18 years of age. While the website contains informative, awareness-creating cartoons for the former, a video series titled 'The Survivor Chronicles' has been created for adults where survivors of child sexual abuse speak out about what had happened to them, and how it affected their lives as they grew up. They speak in Hindi, with English subtitles. The videos are being uploaded every Thursday, at 8pm this month.

There is a noticeable lack of understanding about child sexual abuse in the public consciousness, with myths and misinformation freely floating around. To address this, the website (www.fulllstop.org.in) provides resources on what child sexual abuse is, how to identify the signs, as well as steps one can take to end it. There is a separate section on the website to directly address children who might be victims of child sexual abuse. There is also a separate section on the website for them to communicate this information via cartoons. The victims may also anonymously raise the alarm about their struggles through the platform.

Please See is an award-winning creative agency, offering clients complete branding, advertising and digital solutions. Please See is currently working with brands like Big Bazaar, Parle, The Bombay Canteen, G4S, Mamagoto, and Ananda - The Destination Spa. It is also in the process of establishing brands that are yet to be launched in India.