Franz & René launches prevention campaign against child pornography
The Bern-based agency Franz & René is launching a prevention campaign against the consumption of child pornography online on behalf of the DIS NO association and the Action Innocence Foundation. The campaign focuses on the theme of remorse and will launch on October 27, 2025, in French-speaking Switzerland.
The Bern-based advertising agency Franz & René has developed a pioneering prevention campaign aimed at combating the consumption of child pornography on the Internet. The campaign was realized in collaboration with the DIS NO association, which works to prevent the mistreatment and sexual abuse of children, and the Action Innocence foundation, which protects children from the risks of the Internet.
Remorse as a central motif
The chosen communication approach, which was developed in close consultation with specialist psychologists from DIS NO, focuses on the motif of remorse. The campaign is aimed at people who consume child pornography online and takes a preventative, non-stigmatizing approach. The central message: there is help before it is too late - available at disno.ch.
The narrative structure of the campaign is based on the principle of a flashback. It contrasts the past life of the main character with their present reality as a consequence of their actions. The story is carried by a voice-over and refrains from judgments or accusations. Instead, an introspective view is chosen that impressively conveys the prevention message.
Comprehensive campaign implementation
Franz & René worked closely with director Andrew Lang and production studio Pumpkin Film for several months on the cinematic realization. The 360° campaign comprises various video formats between 13 and 35 seconds for TV bumpers, programmatic advertising and social media. A long version of 2 minutes 30 seconds is intended for web and special presentations:
Three typographically designed subjects were developed for outdoor advertising (OOH/DOOH), whose art direction conveys the feeling of regret and loss. The campaign will be launched in French-speaking Switzerland on October 27, 2025.
Responsible at Action Innocence: Tiziana Bellucci (Director), Catherine Brand (Head of Programs & Projects). Responsible at DIS NO: Hakim Gonthier (Director), Naomi Setiawan (Criminologist). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Vincent Eichenberger (Client Direction & Digital), Eric Kohler (Art Direction), Tobias Bühlmann (Text & Concept), Yannic Sommer (Motion & Graphic Design). Production & Media: Christopher Novak (Producer, Pumpkin Film), Andrew Lang (Director), JingleJungle (Sound), Mediatonic (Media).
