| Titel | The Letter of Demotivation |
| Titel (Originalsprache) | La lettre de démotivation (anglais) |
| Agentur | BABEL |
| Kampagne | The Letter of Demotivation |
| Werbende | Innocence en Danger |
| Marke | Innocence en Danger |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2020 / 4 |
| Geschäftsbereich | Informations-/Hilfevereinigung über der Krankheit |
| Story | Innocence in Danger wanted to reach companies and make them realize that they should be a part of the fight for child protection. Since traditional awareness campaigns didn’t have much impact on them, we had to find a new way to communicate. We decided to not talk about abused children but about the traumatized adults - and traumatized employees – they can become. We created a character, “Julien Miraute”, embodying millions of victims, and wrote a Demotivation letter instead of a Motivation Letter (French word for Cover letter). Based on real testimonies, relating daily pains and sufferings at work as a consequence of abuses from childhood, and all the reasons why he would NOT be a good candidate, the letter has been sent to the 100 largest compagnies in France. We used mailing and LinkedIn mainly. |
| Medientyp | Interaktiv |
| Länge | |
| Executive Creative Director | Laurent Nuyen |
| Creative Director | Cédric Auzannet |
| Creative Director | Jean-Laurent Py |
| Texter | Nicolas Dubois |
| Art Director | Adrien Millot |
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