The Best Work You May Never See: C3P, No Fixed Address Shows Us There Are No ‘Safe Places’ When Kids Are Online in Canada

Creative agency No Fixed Address has teamed up with the Canadian Center for Child Protection (C3P) to raise awareness about the alarming increase in online child sexual exploitation in Canada. The ‘Safe Spaces’ campaign alerts parents that there is currently nowhere safe for a Canadian child – not at school, not on the playground, not even in their own bedroom – once they go online.

This public film ‘Safe Spaces’, directed by Amélie Hardy through production company Carton Rouge, features the mothers of six victims of online sexual exploitation, telling their children’s stories from the same places they thought their child would be safe. These brave mothers have not only suffered the nightmare of what happened to their children, they have also suffered the assumption by many Canadians that it is somehow their fault for not keeping their children safe. This is the prejudice that the ‘Safe Spaces’ campaign aims to change. This can happen to anyone. Predators are everywhere online. And they target everyone. The campaign urges Canadians to support the federal government’s Online Harms Bill, which requires social media companies to provide meaningful protections to children online.

“These courageous mothers chose to share their heartbreaking stories to help Canadians understand why we urgently need legislation to protect our children from dangerous spaces online, just as we do offline,” said Lianna McDonald, executive director of C3P. “This is why we need safety rules for the platforms children use every day, as proposed in the Online Harms Bill.”

Alexis Bronstorph, chief creative officer at No Fixed Address, said: “We were blown away by the courage of these mothers who shared their stories. As a parent, it’s scary to think that we allow our children to go online every day, when there are so few protections in place in Canada right now. This is a wake-up call to all parents that this can happen to anyone, anywhere.”

Credits

Client Canadian Center for Child Protection (C3P) Lianna McDonald, Executive Director; Signy Arnason, assistant director; Avery Wolaniuk, communications senior manager; Nicole Brownlee, communications coordinator. Desk No Fixed Address Inc. David Lafond, co-founder and CEO; Priyanka Goswami, Chairperson; Alexis Bronstorph, Kelsey Horne, Chief Creative Officers; Cherie O’Connor, VP, Integrated Manufacturing; Stuart Macmillan, executive creative director; JP Dugal, Creative Director. Production companies Carton Rouge Amélie Hardy, director; Nicolas Robert, executive producer; Maxine Dutil Gravel, art director; Marie-Anne April-Horth, production manager; Aryane Roberge, production coordinator. Circon Flex Paul-Etienne Cote, creative director; Houng Ngui, executive producer. Editorial Outsider Alison Gordon, editor; Kristina Anzlinger, Kayan Choi, executive producers. Post-production Alter Ego Lily Henry, colorist; Victoria Gatson, online artist; Spencer Butt, producer; Hilda Pereira, executive producer

Thursday October 3, 2024

Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple battling to get fit for a surfing holiday.

Titled ‘A Samsung Health Story: Racing to Fiji’, this film addresses the wellbeing dilemma of Gen Z and the fact that health information can often be overwhelming; in particular, BBH Singapore was inspired by young people referring to their ‘quarter-life crisis’ on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there is one problem: they have to get fitter first.

Using a range of Galaxy products powered by Galaxy AI, they regain their fitness to prepare for the journey, playfully competing to encourage each other. We see them comparing their energy scores (a new feature in the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying to get fit at work and while commuting, and striving to improve in the run-up to the trip. However, when they get there, there is a nice twist and the film ends on a cliffhanger.

The ad is expected to be the first in a series, with the characters and their ‘world’ further developed in future episodes. This extended version (two and a half minutes) of the spot delves deeper into storytelling in a fresh approach to Samsung’s product campaigns, while the shorter edits focus on raising awareness of specific features.

BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedy specialist Rhys Thomas of Stink Films, who has a major TV background. Best known for his work on Saturday Night… Read more

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