| Titulo | The Letter of Demotivation |
| Titulo (língua original) | La lettre de démotivation (anglais) |
| Agência | BABEL |
| Campanha | The Letter of Demotivation |
| Anunciante | Innocence en Danger |
| Marca | Innocence en Danger |
| Data da primeira Transmissão/Publicação | 2020 / 4 |
| Sector Empresarial | Associações de informação e de luta contra doenças |
| História | 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. |
| Tipo de Mídia | Interatividade |
| Comprimento | |
| Director executivo criativo | Laurent Nuyen |
| Director criativo | Cédric Auzannet |
| Director criativo | Jean-Laurent Py |
| Redator | Nicolas Dubois |
| Director de arte | Adrien Millot |
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