VML and Child Focus place young version of Lady Justice in front of the Palace of Justice in Antwerp

This year, November 18 is not only the European Day on the Protection of Children Against Sexual Exploitation and Sexual Abuse. It is also the first day of the trial of former radio presenter Sven Pichal. As all eyes will be focused on the courthouse in Antwerp, VML and Child Focus have decided to place a special version of the Lady Justice statue in front of the court. This statue speaks on behalf of all victims, advocating for more awareness, more prevention, and more justice.

Sven Pichal is being prosecuted for possessing and distributing images of child abuse. His trial begins on Monday, November 18—coinciding with the day Child Focus traditionally launches a campaign highlighting the protection of children from sexual exploitation and abuse. This coincidence inspired VML to give a creative twist to the symbol of justice: Lady Justice.

A Young Version of an Old Symbol

The agency created a new version of the well-known statue of Lady Justice. However, this time, the adult woman is depicted as a 5-year-old girl. The statue symbolizes the fight Child Focus wages on behalf of all children. Just like the original statue, the girl is depicted with a blindfold, a sword, and scales—symbols that represent justice. The iconic Lady Justice statue is displayed worldwide at courthouses, such as the United States Supreme Court in Washington, the Old Bailey in London, and the Federal Court in Australia. Brussels’ courthouse also has one. Antwerp, however, does not. On November 18, that changes.

"This year, everyone’s attention on November 18 will be on the trial of Sven Pichal. A lot of attention for the right theme, but not the right person. Because that day should mainly be about the victims. About all the children depicted in those exploitative images. That’s why the idea arose to divert some of the attention away from the suspect so that people would pause and reflect on this as well," said Kasper Janssens, Creative Director of VML.
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​A Strong Signal for More Justice

As well as the Pichal case, Child Focus is joining several other cases that involve images of child sexual abuse as a civil party. This move is intended primarily to represent all unidentified victims. While there is significant attention on this one trial, it’s crucial to remember that behind each image is a child who was abused and may still be suffering. With this statue, Child Focus is calling for more awareness, prevention, and justice for all these children.

“We are witnessing a global explosion in the number of cases of sexual exploitation and abuse of children. As a society, we must take action to end this crisis. Children need us now more than ever. Everyone must be aware of this form of abuse and exploitation, and a stricter regulatory framework at the European level is needed to ensure platforms take responsibility,” said Nel Broothaerts, General Director of Child Focus.

Ongoing Attention for Victims

Like Lady Justice, this statue will be placed in front of courthouses. On November 18, it will be positioned in front of the Antwerp courthouse to ride the wave of media attention surrounding the trial. Afterwards, the statue will appear at other trials involving the sexual exploitation or abuse of children. Additionally, Child Focus is launching the website littleladyjustice.be, where all victims of sexual abuse or exploitation can leave their name and age at the time of the abuse or exploitation. The organization aims to provide lasting recognition to all victims in a respectful manner.
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​More Than a Symbol of Justice

In addition to drawing attention to the issue, the statue also calls for more justice. And it does not stop at symbolism. The statue will also be placed in front of the European Parliament when Child Focus calls for swift action on adapted European legislation. The organization, along with ECLAG (European Child Sexual Abuse Legislation Advocacy Group), will urge politicians to make the fight against child sexual exploitation a top priority. Governments must adopt laws to ensure that tech companies take preventive measures and use secure technology to detect child sexual exploitation on their platforms and remove images of victims from the internet. At the European level, Child Focus is also encouraging policymakers to support the Child Sexual Abuse Regulation (CSA).
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​Statue in the Public Eye

During the trial on November 18, the statue will be placed in front of the Antwerp courthouse, so the attending media can report on it. In addition to this PR component, the campaign will also appear on digital out-of-home screens offered to the organization for free. An online video will tell the story behind the statue, directing people to the online platform where victims can add their names. There, they will also be guided to the appropriate partners of Child Focus for help or advice.

CREDITS 

Client: Child Focus
​Client Contact: Stephan Smets, Stéphanie Leyn, Selyna Ayuso Ferrandiz
​Agency: VML Belgium
​Chief Creative Officer: Klaartje Galle ​
​Executive Creative Directors: Kasper Janssens & Arjen Tarras ​
​Creatives: Tomas Van Loon, Patrick Vermeylen ​
​Strategy: Jef Pelkmans, Gaëlle Maes
​Account team: Jessica Jacobs, Pieter Van Schil ​ ​
​Designers: Samuel Allemand, Davy Dooms, Lucas Van Orshaegen ​
​Copywriters: Jérôme Van Den Broeck, Ben Blench ​
​Developers: Stijn Van Minnebruggen, Sam Serrien, Giele Cools ​
​Agency Producers: Tim Keeren, Ingeborg Van Hoof
​DOP: Bas Van Hoof
​Editor: Karel Van Gucht
​Production Partners: Antistatic Antwerp, Bob Strik