ABOUT

PROBLEM
Family violence toward children in Serbia is an issue that many parents do not take seriously. Corporal punishment is still considered by many as a valid education tool.
CHALLENGE
How to draw attention to a problem that many people choose to look away from?
IDEA
To show that violence towards children is not something to be taken lightly we decided to hide it in plain sight and let parents reach the conclusion themselves. In a popular magazine we created a print ad masked as a labyrinth puzzle, a popular Serbian game for both the young and the old. By completing the puzzle to find the child on the other side people drew a figure of a parent preparing to hit the little girl. The message hidden within the answer to the puzzle read "Violence is not a game. Do not take part in it".