CERCA, Children and Adolescents Center in Brazil, (Centro de Referencia da Crianca e Adolescente) used a print advertising campaign with a difference to help readers think twice about children being afraid of the dark. ““Pedofilia. Você pode não ver, más pode estar acontecendo” is translated in English as “Pedophilia. You might not see it but it could be happening”. The magazine advertisements featuring Emily, Peter and Annie were printed with florescent ink. When the lights are turned off readers are able to see the outlines of child abusers.
“Turn off the lights and help Emily overcome her fear of the dark”.
The Afraid of the Dark campaign was developed at Euro RSCG Worldwide, São Paulo by copywriter Rodrigo Senra, art director Daniel Poletto and Kleyton Mourão, associate producer Ingo Santos and photographer Geison Genga.