This powerful public awareness campaign that was never seen. The client went with something much safer. I felt this campaign hit harder by highlighting the hidden nature of child abuse and neglect. I used striking imagery of children holding up smiling masks that conceal their true distress, the ads communicate a vital message: abuse and neglect are not always visible.
The campaign uses the lines “Abuse may not be easy to spot” and “Neglect can be difficult to see” to remind viewers that a child’s outward appearance doesn’t always reflect their inner reality. The contrast between the happy mask and the child’s underlying pain emphasizes the importance of looking deeper, staying vigilant, and being aware of the signs that may not be immediately obvious.
Each ad directs the public to learnhowtohelp.com, a resource hub that provides education, tools, and clear steps on how to recognize, report, and respond to suspected child abuse or neglect.
Backed by the Orange County Social Services Agency, this campaign is designed to empower the community to take action—because protecting children requires awareness, compassion, and responsibility from all of us.