For children in vulnerable situations, Corona is more than just a virus. In the wake of COVID-19, there has been an increase in domestic violence, online grooming (contact with children for sexual purposes), and the spread of exploitation materials. JCDecaux has therefore launched a campaign in support of the World Childhood Foundation, visible nationwide during week 17. 

Founded in 1999 by Queen Silvia, the World Childhood Foundation works to prevent violence and sexual abuse against children. Last week, the Queen spoke in a recorded video about the importance of adults being vigilant of all children around them during a period when many are particularly vulnerable. 

“We are extremely grateful that JCDecaux provides us with the opportunity to spread an important message nationwide—that children in vulnerable situations are impacted especially hard by the Corona situation. We hope many adults will visit our website and explore our tips on how to support these children during challenging times,” says Paula Guillet de Monthoux, Secretary-General at Childhood. 

The campaign appears on JCDecaux’s Eurosize series of billboards in Sweden’s 25 largest cities and was developed by JCDecaux and the advertising agency Abby Priest. 

“We initiated collaboration with Childhood and developed the entire campaign in the span of 5–6 hours. The speed at which we could create this campaign was due to a close and effective agency partnership with Abby Priest and Childhood’s quick decision-making,” says Malin Otterström. 

Now, it is more important than ever for adults to be attentive to all children around them, and to notice things that might not be immediately visible. 

“Unlike much of Europe, Sweden has been spared from the lockdowns implemented in several countries. The exception in our country is children of high school age. It’s time to highlight the rising psychosocial consequences of the closure of our high schools,” says JCDecaux’s CEO Magnus Heljeberg.