“No son aplausos”, son los golpes que han recibido miles niños y adolescentes durante el encierro. Los niños han tenido que pasar más horas con sus agresores. Durante estos meses, la Fundación ha recibido más de 17.000 consultas de niños y adolescentes.
OBJETIVo
Dar visibilidad a los niños y adolescentes que debido a el confinamiento por el Covid-19 habían visto empeorar su situación. También se apuntó a la recaudación de ingresos para poder seguir ofreciéndoles ayuda desde la fundación Anar.
Receptores
La sociedad española en general. Necesitábamos captar la ayuda del mayor número de personas debido al momento social que estaba viviendo el país.
Barrera
Con la llegada del Covid-19 y el confinamiento se ha necesitado la colaboración ciudadana para innumerables causas sociales. ¿Cómo podíamos conseguir que optaran por colaborar con Anar en este escenario?
Insight
Durante el confinamiento todos creímos que el único mal que nos acechaba era el Covid-19. Nos sentimos muy solidarios y agradecidos aplaudiendo a todos los que nos estaban ayudando. Pero tras todo esto existían otras problemáticas que eran invisibles a nuestros ojos, como la del incremento del maltrato a niños y adolescentes en algunas familias.
Transformación
Con la campaña “No son aplausos”, lo que quisimos evidenciar es que a través de este tipo de sonido, desgraciadamente, detrás de muchas ventanas, lo que hay son malos tratos físicos muy graves que están padeciendo los niños.
Pero sabíamos que teníamos que ir más allá.
Necesitábamos llegar a más gente. Para conseguirlo necesitábamos
ayuda. Por ello nos aliamos con las figuras que más conectaron con las
personas durante el confinamiento, los influencers.
Ellos fueron los responsables de crear stories preguntando a sus seguidores por la experiencia que habían tenido durante la cuarentena. Los contenidos acababan con un final sorprendente, al mostrar respuestas tomadas de testimonios reales de las víctimas que habían sufrido abusos durante este periodo.
Resultdos
37,4
Audiencia total en medios convencionales
3,5
Visibilidad
5M
Impresión en RRSS
21.912
Peticiones de ayuda atendidas de niños, niñas y adolescentes
Además, alcanzamos uno de los hitos más relevantes de la historia de los 50 años de Anar. Tras años de colaboración con diferentes ONG y con el empuje final de esta campaña, logramos hacer posible que el 9 de junio se aprobase la ”Ley de protección integral de la infancia y la adolescencia frente a la violencia” en el consejo de ministros. Esta ley garantiza extender la protección de todos los/as niños/as y adolescentes que puedan estar en riesgo.
De esta forma no solo conseguimos hacer visible este problema para la gente en general, sino también para nuestro Gobierno.
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V1.0, September 2021