The Unseen Risk

Services
Web Campaign
Sport TV
Adv
Out-of-Home
Creative & Art Direction

The most dangerous risk is the one you can't see. It often hides right in a child's hands, behind the seemingly harmless screen of a smartphone.

The Unseen Risk is the integrated awareness campaign we created for Fondazione Carolina, for years Italy's leading reference point in the protection of minors online, launched to coincide with the opening of the first center in Italy dedicated to the therapeutic recovery of preteens and teenagers who are victims of digital violence and web addiction (the Centro Re.Te. in Milan).

01 Challenge

Tackling an extremely sensitive and urgent topic like digital dangers for minors, while speaking to an adult audience: parents.

The main challenge was to break down the false sense of security tied to physical proximity: the illusion that simply sharing the same environment (at home, at the beach, in the mountains) can protect kids from the discomfort and threats of the web (cyberbullying, grooming, child pornography, sextortion, vamping and online scams). It was necessary to bring out an often-underestimated awareness: digital supervision doesn't take a vacation.

001 - Main ADV poster

02 Insight

A phone in your child's hands opens a door to a dangerous world.

A parallel, invisible universe that forcefully enters the family home, right while adults are distracted by everyday activities and believe their children are safe simply because they're physically sitting beside them.

003 - Main ADV poster

03 Creative idea

Three everyday, traditional and reassuring scenarios that reveal a digital “intruder” ready to harm minors.

Through the use of Artificial Intelligence combined with advanced post-production, we recreated cartoon-style illustrations marked by strong visual and conceptual contrast: warm, serene, holiday atmospheres that hide an unsettling undertone.

The campaign doesn't aim to demonize technology, but to encourage a more attentive and engaged presence.

003 - Out-of-home Posters

04 Creative assets

To ensure maximum reach and amplify the impact of the message, the campaign was rolled out across a cross-media ecosystem combining physical and digital touchpoints.

Out-of-home planning: Posters and advertising circuits in subway stations and urban bus shelters

Press and web advertising: Presence in national newspapers and advertising banners placed on leading news and current affairs websites.

Digital campaign: A targeted Social Ads campaign aimed at parents and educators, relaunching and promoting the download of Fondazione Carolina's Summer Decalogue.

TV and radio promotion: Production and broadcast of 2 TV video spots and radio airings to maximize the emotional reach of the message.

005 - Out-of-home Billboard

005 - Social Campaign & Web banner

05 Results

The campaign achieved great media visibility, sparking a necessary debate and drawing public attention to a topic often overlooked during the summer season.

Thanks to its strong visual contrast, the project captured the interest of leading national newspapers and TV outlets, strengthening Fondazione Carolina's position as an authoritative point of reference for institutions and families.

The distinctive, emotional storytelling drove an exponential increase in visits to the Foundation's listening and support channels, demonstrating the effectiveness of combining technological innovation (the AI-generated images) with strategic creativity in service of an important civic commitment.