The campaign "More followers for your kids? Share smart!" by Innocence In Danger addresses the risks associated with parents sharing photos of their children on public platforms, aligning with the brand’s broader commitment to child safety in digital environments. The core proposition emphasizes responsible online behavior, urging parents to protect their children's privacy by refraining from posting images in public spaces or social networks. By framing this message around the familiar desire for social validation—“more followers”—the campaign strategically contrasts the allure of online attention with the need for caution, highlighting potential dangers hidden behind seemingly innocent actions.
The market strategy centers on a social experiment/documentary approach to engage parents emotionally and intellectually, encouraging self-reflection on their digital conduct. The use of a relatable narrative reinstates the brand’s authority in the public interest category, leveraging Safer Internet Day as a timely hook to boost relevance and urgency. Targeting parents in Germany through a film medium allows for immersive storytelling, supported by the hashtag #ShareSmart to foster community awareness and amplify the message across social channels. The campaign’s restrained visual and thematic style aligns with Glow’s inhouse production, lending authenticity and gravitas suited to sensitive subject matter. Overall, the campaign translates a widespread behavior into a public safety concern, positioning Innocence In Danger as a conscientious advocate for digital responsibility among parents.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign’s genre—documentary/social experiment—along with its PSA context for “Safer Internet Day” and the direct callout to parents (“don’t share fotos of your kids in public...”) indicates an approach focused on confronting parents with the real dangers of oversharing, rather than dramatizing with a story arc or simply using testimonial. The film likely stages or exposes the issue (oversharing children’s photos) to make the problem tangible, encouraging “Share smart!” as the solution. There’s no symbolic twist, celebrity focus, parody, or product demonstration; rather, the creative device reveals the actual problem to audiences to trigger corrective behavior, fitting most directly with “Show the Problem.” ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Save the Children Germany – Market Positioning
Save the Children Germany positions itself as a leading child rights organization focusing on global child protection, education, and emergency aid. It differentiates through its strong international network and advocacy for systemic policy changes to ensure child safety and development worldwide.
2. Deutsches Kinderhilfswerk – Market Positioning
This organization emphasizes empowering children’s rights within Germany through education, participation, and social inclusion initiatives. Their strategy centers on grassroots community engagement and lobbying for improved child welfare policies domestically.
3. World Vision Deutschland – Market Positioning
World Vision Deutschland combines humanitarian aid with child protection efforts, focusing on both global and local interventions. Their strategy hinges on holistic development and emergency response, positioning themselves through faith-based values and sponsor-supported child welfare programs.
4. Kindernothilfe – Market Positioning
Kindernothilfe focuses on sustainable child aid, particularly in developing countries, aiming to protect children from exploitation and abuse through education, health, and advocacy programs. Their differentiation lies in long-term project development and partnerships with local organizations.
5. Terre des Hommes Germany – Market Positioning
Terre des Hommes positions itself as a specialist in combating child exploitation and trafficking. Their strategic angle revolves around targeted rescue operations, rehabilitation, and prevention awareness campaigns, using a rights-based approach emphasizing justice and legal reform.
Q: What is More followers for your kids? Share smart! about?
A: More followers for your kids? Share smart! is a 2017 public interest campaign developed by the agency Glow for Innocence In Danger in Germany. Centered around Safer Internet Day, the campaign uses a film format to address the risks of parents sharing photos of their children on public platforms. Featuring actress Rebecca Wolf, the film urges parents to exercise caution and responsibility when posting images of their children online. The campaign’s core message, amplified through the hashtag #ShareSmart, is to encourage digital responsibility and protect children’s privacy, reinforcing Innocence In Danger’s commitment to child safety in the digital environment.
Q: What creative device does More followers for your kids? Share smart! use?
A: More followers for your kids? Share smart! employs the Show the Problem format, as classified by Clapboard’s 12-format taxonomy. This approach directly exposes the issue of parental oversharing of children’s photos online, making the risks tangible for viewers. Rather than dramatizing the subject or relying on testimonials, the campaign uses a documentary/social experiment style to confront parents with the real-world consequences of their digital actions. By highlighting the problem and positioning mindful sharing as the solution, the campaign leverages a straightforward, impactful creative device to drive behavioral change.
Q: What is the campaign proposition for More followers for your kids? Share smart!?
A: The campaign proposition for More followers for your kids? Share smart! centers on urging parents to adopt responsible online behavior by refraining from posting images of their children in public spaces or on social networks. Innocence In Danger positions itself as an advocate for child safety in digital environments, targeting parents with a message that contrasts the appeal of online attention with the imperative of privacy protection. By framing the issue around the familiar pursuit of social validation, the campaign makes the potential dangers of oversharing clear and relevant, reinforcing the brand’s authority in the public interest sector.
Q: How does More followers for your kids? Share smart! rank in Clapboard's archive?
A: In Clapboard’s global ad archive, More followers for your kids? Share smart! holds a Clapboard Campaign Score of 60/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the public interest category.
Q: Who are the competitors in Innocence In Danger's category?
A: In the public service and child protection space, Innocence In Danger competes with several established organizations. Save the Children Germany is recognized for its global advocacy and systemic policy work in child protection and education. Deutsches Kinderhilfswerk focuses on empowering children’s rights within Germany through grassroots initiatives and policy lobbying. World Vision Deutschland combines humanitarian aid with child protection, emphasizing holistic development and community sponsorship. Kindernothilfe is known for sustainable child aid and long-term partnerships, particularly in developing countries. Terre des Hommes Germany specializes in combating child exploitation and trafficking, leveraging targeted rescue and prevention campaigns with a rights-based approach.
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