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Purpose engages Flux and Liquid Studios to drive change in the EU with new awareness campaign for Child Safety On! – Campaign Brief NZ | #childsafety | #kids | #chldern | #parents | #schoolsafey


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Purpose, in collaboration with Flux Animation and Liquid Studios, is taking a stand through its latest campaign, aimed at protecting children from the Internet’s dark side. This initiative is commissioned by the Child Safety ON! campaign.

 

Children can’t protect themselves from the dark side of the internet. Child sexual abuse is a problem that reaches into our homes through our tablets, phones, and laptops. It is a global issue, but hardly anywhere in the world has introduced laws to stop it. However, in the months ahead, the European Union (EU) has a unique opportunity to change this.

A new EU legislation has been proposed to address and combat this pressing issue. It seeks to mandate tech platforms to create safe spaces for our children, requiring them to detect, report, and remove Child Sexual Abuse Material (CSAM).

Says Laban Dickinson, creative director, Flux Animation: “The visuals and storytelling needed to reflect the weight of the subject matter. The hand-crafted 2D approach allowed us the ability to portray a sense of overwhelming dread and chaos that bombard the kids of today through technology.”

Says Craig Matuschka, Liquid Studios: “The sound design was crafted to create a feeling of fear and anxiety. We layered sampled whispers, tech sounds and digital fx to help achieve the sense of being overwhelmed by the dark side of the internet.”

Purpose engages Flux and Liquid Studios to drive change in the EU with new awareness campaign for Child Safety On!

Child Safety On! – Client

Purpose – Agency
Jana Petterson – Producer
Ricki Marsden – Creative Director

Flux Animation – Animation Studio
Laban Dickinson – Creative Director
Joshua Forsman – Executive Producer
Danielle Mendoza – Animation Director
Duncan Van der Schyff – Animator

Liquid Studios – Audio Production
Tamara O’Neil – Producer
Peter Van der Fluit – Composer
Craig Matuschka – Sound Design

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