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Every September, world leaders come together in New York City for the UN General Assembly meeting. This year, the UN took on the global goal of ending child exploitation and child trafficking—an issue that The World Childhood Foundation (WCF) has worked on for the last sixteen years. The WCF needed a way to capitalize on this momentous occasion.
With the rights of children now included in the UN’s Sustainable Development Goals, WCF sought to highlight the need to keep our eyes open to child abuse. Taking a literal approach, we took over several Times Square digital billboards with large close-ups of blinking eyes staring down at pedestrians, with the tagline #EyesWideOpen. The campaign extended online and was a feature during the annual Global Citizen Festival in Central Park.