A game of Duck, Duck, Goose takes a dark turn in Save the Children campaign

Save the Children has used a simple game of Duck, Duck, Goose to show that, for a child that has been abused, anything can become terrifying.

The campaign, created by Keep Left, is based on the insight that child abuse, whether it be physical or emotional, can have a lasting impact on the social and intellectual development of children and the trauma can be carried into adulthood.

Save the Children’s research shows that 88 children suffer abuse in Australia every day. Research also shows that 35% of people don’t believe that abuse is an issue affecting children in Australia, despite a third stating they have been abused or know someone who has.

The ‘Living in Fear’ campaign aims to raise $100,000 in seven days, to help tackle child abuse in Australia.

Save the Children head of marketing, Caroline Reid explained: “Childhood is supposed to be carefree, but in Australia, a child is abused every 16 minutes. This isn’t some foreign statistic; it’s occurring right around the country. The creative illustrates the shocking effects of abuse on children, and it’s a problem Australia needs to address.”

CEO of Save the Children Australia, Paul Ronalds said: “Save the Children is known for its work overseas, but child abuse in Australia is no less significant, yet much less understood. We have been developing Australian programs to help children suffering from abuse for over 100 years, but we need the nation to recognise the issues occurring in their own backyard and know how they can help save a child’s life.

“Intervening now could make a difference to thousands of lives. Child abuse, whether emotional or physical, is proven to have a lasting impact on the social and intellectual development of children that they may carry into adulthood.”

Keep Left CEO, Caroline Catterall, commented on the campaign: “This was a difficult, but extremely important topic to tackle creatively. No child should live in fear and it’s our hope the funds raised through this campaign will help make large strides towards this being a reality.”


Save the Children
Head of Marketing – Caroline Reid
Acquisition Project Manager – Amanda Schofield

Keep Left – Creative Agency
Creative Director – Ant Dinham
Integrated Account Director – Georgia Harrison
Creatives – Ruby Gill, Sam Galloway, Camilo Suarez
Copywriter – Ruby Gill

Keep Left – Production Company
Executive Producer – Ant Dinham
Producer – Natasha Pavlou, Larissa Thorne
Director – Ant Dinham
DOP – Sam Galloway
Editor – Sam Galloway
Sound Design – Matthew Hadley
Music – Ruby Gill

Keep Left – Strategy & PR
Managing Director – Gillian Gosling
Head of Digital + Experience – Johanna Murray
Integrated Account Director – Jessica Williams
Publicity – Melanie Campbell
Publicity – Jacob Schnackenberg

Keep Left – Digital Media
Digital Account Executive – James DeSouza


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