A practical solution to move beyond awareness to prevention, The Underwear Rule is simple: A child should not be touched by others on parts of the body usually covered by their underwear.
Commissioned by the Council Of Europe, The Underwear Rule was a simple way to help parents teach kids about the sensitive subject of child abuse.
We used TV, Print, and even published a childrens book
The website explained The Underwear Rule, you could watch a video with your children, and download a free book:
Posters in different languages could be downloaded for use in Doctor's surgeries and community centres etc.
It was designed to work in over 50 countries, from progressive Sweden to places like Azerbijan.
The idea has since been adapted to run in over 18 dramatically different territories across Europe, including the UK (NSPCC)
The imagery was by Punga. I devised The Underwear Rule with Seyoan Vela and we worked on the project with Richard Hol, Ecco Vos and Phoebe Dawson.
