Swedish nonprofit World Childhood Foundation has been highlighting the need to keep our eyes open to child abuse with a takeover of Times Square featuring large close-ups on eyes and the tagline #EyesWideOpen.
The ads, which ran on the Reuters lobby, Reuters façade and NASDAQ Tower, coincided with the WCF USA ThankYou Gala at The Plaza Hotel. The gala, led by Queen Silvia of Sweden (the charity's founder) convened leaders from the United Nations, CEOs and celebrities including Uma Thurman and Forest Whitaker, to raise funds that benefit at-risk children and victims of abuse in the U.S. and beyond.
The campaign, by Ming Utility and Entertainment Group, also has a social media component intended to raise awareness about the solutions and warning signs of sexual abuse . By uploading a picture of their open eye on social media, participants are pledging to keep their eyes open and prevent child sexual abuse.