Read Between The Lines

Client – Centrs Dardedze Anda Avena MAGIC creative team: Laura Lapiņa Monta Kalneta Toms Vilītis Niklāvs Vētra Māris Dejus Dace Izabella Grundšteina MAGIC project management team: Inga Rudovica Rota Šulmeistere Support team: Madara Zaprauska Emīls Rupais Franks Andrejs Pīrogs Guntars Šmits WIT Consulting strategist: Lelde Dālmane  KID Design: Maija Rozenfelde Deep White:  Krista Grasberga Photos: Mārtiņš Goldbergs

Sexual abuse is a topic that often remains hidden between the lines. Perpetrators, 84% of whom are well-known to a child, manipulate, and victims remain silent. Every 9th child becomes a victim of sexual abuse. Despite this, before the campaign, Latvian society did not want to discuss this issue. That's why the non-governmental organization Center Dardedze, which advocates for safe childhood, initiated a campaign, and together we managed to speak out loud about it. We launched the campaign Read Between the Lines with an interactive Creative Safe Space providing room on the main street of our country for victims, parents, experts on the topic, artists, and other society members to break the silence. In the key visuals, we presented four different situations of sexual violence in everyday environments (home, school, sports, and the Internet), emphasizing that it can happen anywhere, even in a seemingly safe place. The integrated media campaign Read Between the Lines reached 55,372 unique users (+902%) on social media. The campaign's outdoor advertising sparked heated discussions. The Creative Safe-Space, in particular, received special recognition and repeated news features on television, as well as the attention of the public – hundreds of people shared their stories and ideas on the walls of the Creative Safe Space. 30% of Latvian society noticed the campaign (according to SKDS research data), which is considered an excellent result for a campaign that couldn't afford to use television. However, we employed affordable channels, heightened effectiveness, and gained attention through creativity. One of the most important results was that calls to the helpline doubled.