Child foster care provider Barnardos is hoping to shock consumers into action with a new campaign highlighting the horror of child abuse in Australia.
Barnardos Australia is aiming to jolt consumers into action, unveiling a campaign based on a shocking real-life case of a two year old's injuries after suffering from domestic abuse.
The fully integrated campaign features depictions of caseworker's files, doctor's reports and foster care correspondence, bringing to life the horrific case of two-year-old Max (who has been renamed to protect his identity).
The campaign also features the child's injury depicted through an X-Ray.
Barnardos had previously attempted to run a campaign featuring a photograph of a child's grave, but it was deemed too disturbing by one major outdoor company.
The charity, which helps find safe homes for abused children, is hoping the campaign will be enough to shock people into action.
“No doubt people will find it uncomfortable seeing a child’s injury from an act of abuse depicted in an X-ray. The story of two-year-old Max who suffered a broken leg at the hands of an adult is horrifying and sadly it is a real Barnardos case,” Barnardos brand and reputation manager Amy-Lee Hopkins said.
“Max’s story shows the reality of what our caseworkers see on a daily basis and what is usually hidden from the general public.
“We feel it is vitally important for people to know that Australian children suffer from abuse every day and die at alarming rates. We hope this campaign allows us to gain greater support from the public to fund our programs and stop child abuse.”
According to a report from the Australian Institute of Health and Welfare, every 15 days a child dies from assault, and over 43,000 children are unable to live at home because of abuse or neglect.
