Vicki Bernadet Foundation’s disturbing home truths

Creative agency Ogilvy Barcelona has launched this powerful initiative for the Vicki Bernadet Foundation, titled It's Me, tackling the disturbing statistic that over 80% of child sexual abuse perpetrators are within the victim's close circle.  

Directed by Marina Parra through Hogarth, the film repeats the simple phrase 'It's Me' in various homes setting, highlights the abuser's easy access to the child through familiarity and trust, normalising the abuse and inflicting a double trauma of aggression and betrayal. 

Enrique Almodóvar, Creative Director at Ogilvy, explains: “‘It's Me’ is a phrase we use with those we trust the most. It illustrates the easy access of the abuser to the minor through trust, normalising abuse. With this campaign, we want to highlight not only this dynamic, but also the cruelty of child sexual abuse – the double trauma of the aggression itself and the betrayal of someone who should protect the minor.”