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#GuiltyTags (McCann Paris)


One minute of Responsibility

#GuiltyTags (McCann Paris)

#GuiltyTags
#GuiltyTags is an Instagram campaign that tells the stories of 9 child victims of violence, through the profiles of the 60 people guilty of hurting them. #GuiltyTags is not only the first documentary realized entirely on a social network: it’s a unique piece of design, made of thousand of social media elements, crafted intricately and put together to bring to life entire communities in vivid detail. Teachers, social workers, abusers, friends, family members were all reconstructed post-by-post by analyzing real cases of child abuse and their postings style was emulated carefully. The #GuiltyTags universe consisted of 1667 photos, 144 videos, 7200 Hashtags, 210 Memes, and 72 GIFS – all used to create a world that is explorable in 9.1 million ways.
Country : France
Agency : McCann Paris
Advertiser : McCann Paris

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