Isobar uses Chris Hemsworth to raise awareness of child abuse for ACF

Actor Chris Hemsworth is fronting a movement by the The Australian Childhood Foundation as it strives to prick the public conscience around the issue of abused and neglected children.

Digital creative agency Isobar has produced the work that includes a TV ad and will include a major social activation using the hashtag #NotAnotherChild.

The ACF said 40,000 Australian children sleep away from their own bed every night out of fear of  abuse, neglect or family violence. The campaign aims to encourage and empower Australians to become part of a movement aimed at preventing more children from suffering abuse.

Isobar Australia managing director Konrad Spilva said it wanted to harness the power of social media to build a “community commitment” to protect children.

“The work of the ACF is crucial to providing justice and a voice for children across Australia,” he said. “With the #NotAnotherChild social campaign, we have developed an easy way for all Australians to engage with the ACF’s important work in reducing the number of children who are victims of failed response and preventing future cases.

“Chris Hemsworth is a powerful Patron for the Foundation and the content we have produced with him will drive engagement and action at a critical time for the community.”

A social activation will encourage people to get involved and highlight the issue by sharing their childhood image with the #NotAnotherChild hashtag.

Media support for the campaign includes a Seven Network partnership incorporating a Sunrise interview with Chris Hemsworth as well as exposure during the AFL Grand Final and through Yahoo!7.

Isobar worked with sister agency Huckleberry to secure significant additional media support for the campaign including print, radio and out of home elements to promote #NotAnotherChild.

ACF national manager of partnerships, fundraising and marketing program Craig McMillan said: “We are creating a movement that aims to prioritise the issues of abuse, neglect and family violence and with our digital partners we continue to develop new and innovative approaches to driving increased visibility of these critical social issues. We value partners such as Isobar who help us to innovative and extend our audience engagement.”

“This is a major launch for us and our valued Patron Chris Hemsworth, to ignite the passion within the community for children and childhood.”



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