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12 April 2005
The Media Campaign - pdf version

The Alannah and Madeline Foundation’s 2005 Taking Care of the Little Things Appeal is a major media campaign consisting of:

• Two TV advertisements (a 60 second and 30 second version) to be screened on television stations in Victoria and Tasmania.
• A Radio Community Service announcement to be aired on radio stations in Victoria and Tasmania.
• Print advertisements in major Victorian and Tasmanian newspapers as well as magazines

The TV Commercial – 60 second version:
This commercial is a powerful metaphor for child abuse.

Three young girls are walking home from school down a busy city street. As they cross the road, one of the girls is struck by a passing vehicle. Then the unimaginable happens - nobody helps her.

The little girl lies seriously injured on the road for the whole commercial without a single person noticing. Her friends continue on down the street unaware, and some people even step over her as they rush to get on with their busy lives.

Towards the end of the commercial some words appear on screen:

Horrible isn’t it?
But this is what it’s like for victims of child abuse……nobody notices.

The Alannah & Madeline Foundation
TAKING CARE OF THE LITTLE THINGS APPEAL
Donate now. Call 03 9697 0666
http://www.amf.org.au

The Radio Commercial Script:
"In most cases, you can't notice the suffering caused by child abuse. Children live with the pain of abuse for years, and sometimes forever.

Fortunately you can notice this radio commercial, and the Alannah and Madeline Foundation is asking you for support.

The Alannah and Madeline Foundation - Taking Care of the Little Things Appeal - is on now.

Please call 9697 0666 to make a donation.

That's 9697 0666, and help us take care of the little things”