Children between the ages of 2-5 can't distinguish between intimacy that's right and intimacy that's wrong.
It makes it hard to help them recognize abuse, especially when the perpetrator is someone they know. That's why we developed the Underwear Rule. A rule that every child, no matter how young, can understand. The Underwear Rule was rolled out across Europe by the Council of Europe. The campaign also gave me the opportunity to write my first children's book, a bedtime story to help protect the most vulnerable of all. Launching the book in Rome in 2010 together with Italian Minister for Equal Opportunity, Maria Carfagna, was an incredibly special moment in my career.
1 gold in Government Advertising, 1 silver in Storytelling and
1 silver in Design at the Prague International Advertising Festival
Case study
TV commercial
Children from a primary school in Belgrade, Serbia, performed the story of Kiko and the Hand as a school play
to educate other kids about abuse.
Press ads
Children's book
