Ogilvy & Mather has created a multimedia campaign for the Home
Office alerting 14- to 16-year-olds to the dangers of paedophiles in
The work follows recent media interest in exposing paedophiles in the
UK. Breaking in early January, the campaign is spearheaded by a
40-second national cinema ad directed by the Turner Prize-winning artist
Gillian Wearing. It is supported by two 40-second radio ads.
The campaign encourages teenagers to question their belief that they can
recognise paedophiles on the net and consequently to reappraise their
The cinema ad uses real dialogue voiced by a teenager, but lip-synched
by an older man. The spot opens with a child's voice talking about the
hobbies that interest him while the camera slowly pans down a
living-room wall to show that the speaker is, in fact, a male adult.
The actor was chosen primarily because he challenges perceptions of what
a paedophile would look like. The ad aims to illustrate that what people
say in chatrooms cannot be taken at face value.
Nigel Roberts, O&M's creative director, said: "The parents can be
paranoid. The children can be dismissive. The challenge was to talk
effectively to both."
The campaign was written by Roberts and art directed by Paul
Media planning is by Manning Gottlieb Media.