Gonna turn off the lights, pedophile?

…then we’re gonna to see you!

Pedophilia is a not so pleasant topic, (to say the least) so when an ad agency is challenged with shining a spotlight on the subject they have quite a challenge to be effective and engaging. Agency EuroRSCG of São Paulo, Brazil did an amazing (and disturbing job) bringing the subject to light.

In fact, this series of ads shows the two distinct faces of pedophilia, a seemingly innocent scene of home-life when the lights are on, and a more ominous circumstance when the lights go off.

The ad is printed with fluorescent ink, which glows in the dark. Consistent with like the ad’s creative, with the lights on there is one message or scene, however with the lights off, another gruesome scene is revealed. Beautiful campaign!

Turn off the lights and help Emily overcome her fear of the dark.
Pedophilia. You might not see it, but it could be happening. 70% of child abuse cases take place in their own home.

pedophilia

Turn off the lights and help Peter overcome his fear of the dark.
Pedophilia. You might not see it, but it could be happening. 70% of child abuse cases take place in their own home.

pedophilia

Turn off the lights and help Annie overcome her fear of the dark.
Pedophilia. You might not see it, but it could be happening. 70% of child abuse cases take place in their own home.

pedophilia

Advertising Agency: EuroRSCG Brasil, São Paulo, Brazil
Art Directors: Daniel Poletto, Kleyton Mourão
Photographer: Geison Genga
Copywriter: Rodrigo Senra
Associate Producer: Ingo Santos

1 comment for “Gonna turn off the lights, pedophile?

  1. melike sevin
    June 4, 2010 at 2:46 am

    This amazing!

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