SIRE Opens Eyes to Child Abuse

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SIRE "I See What You Dont See"
To force people to stop turning a blind eye to the plight of abused children in the Netherlands, the Dutch advocacy group SIRE (which lobbies advertising agencies to create campaigns in support of worthy social causes) and interactive agency Achtung! have created a website that uses the interactivity of Flash to drive home some horrifying statistics. By clicking on flickering streetlamps, a disintegrating teddy bear or ringing telephones, the numbers of children suffering from homelessness, neglect, domestic violence and other appalling abuses are gradually revealed. After witnessing all of these horrors, visitors can join the growing number of people whose eyes have been opened by adding a personal statement in support of SIRE's cause.
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