Awards recognise campaign for Dubai Community Development Authority’s 24-Hour Child Protection Helpline & Centre
Dubai-based creative consultancy Spark*, part of the Publicity Network (Publinet), has won two prestigious awards at the Lisbon International Advertising Festival – bettering an extensive range of international competition to achieve Gold for the Best Use of Media, Direct – MENA Region, and Bronze for the Best Use of Media, Direct – International. The agency was awarded for its campaign titled ‘Young Masseuse’ – which used a moving and innovative insight to draw attention to the Community Development Authority’s efforts at preventing child sexual abuse.
The agency used a negative medium – illegal massage parlour cards found on parked cars – and turned them into an ally in the fight against child sexual abuse. Cards were replicated to generate an emotional impact and a call to action that did not go unnoticed.
Ahmad Itani, COO of Publinet said, “We are honoured to have received recognition for such a valuable initiative by the Dubai Government, that has contributed towards saving children from abuse. I am proud that our creative team tackled such a sensitive subject head-on through such thoughtfulness and originality. I am glad that the global communication community is recognising the strength of this initiative and every win for this campaign is a win against child abuse.”
The latest wins in Lisbon add to an extensive line-up already achieved by the campaign this year, including Gold and Silver at the Dubai Lynx 2016, a Silver Palm at Cannes ACT Tribute 2016 and Finalist at the Cannes Lions Advertising Festival 2016 – the most prestigious of global advertising awards.