Princest Diaries: “Highly Inappropriate”
The Princest Diaries campaign that erupted on the internet over the weekend has upset child protective services organisations with it being labelled “highly inappropriate”.
Scott Jacobs, head of media and advocacy at not-for-profit child sexual abuse prevention organisation ChildWise, told B&T: “We think it’s highly inappropriate, it’s depicting things that shouldn’t be displayed to children in that manner. It’s also not doing it in an appropriate way.
“That kind of depiction is more likely to cause additional trauma for children that have been through it.”
The work, which shows beloved Disney characters being forcibly kissed by their fathers, wasn’t produced for a client or organisation, with the artist behind the images saying the work is not affiliated with Disney.
According to the artist Saint Hoax the main purpose of the campaign “is to encourage incest victims to report their rapists”.
“I recently learned that one of my closest friends was molested by her father when she was seven,” he told B&T.
“It took her 14 years to be able to share that traumatising experience. That story shocked me to my core. As an artist/activist I decided to shed light on that topic again in a new form.”
Saint Hoax said his posters are targeting victims of rape and sexual assault under the age of 18 and that he wanted to use a universal visual that would resonate with his target audience.
“I also used Disney princesses because they represent innocence, and painting them as victims becomes a visual representation of how innocence is taken away from kids when they experience sexual assault.”
The images have divided many. M&C Saatchi’s creative director Andy Flemming said he “fucking hated it”.
“I think it’s click baiting,” he said. “I hate it for a lot of reasons. The main reason is that my mother used to work with abused children. And I think, maybe it’s me being cynical, this person is simply doing it to get a huge amount of attention for themselves. And they’ve been successful.”
It’s not the way to do it.
“As a piece of communication, I don’t think it’s very good. It’s not hard to get a confronting image to trend worldwide, but it doesn’t mean it’s effective.”
Saint Hoax said he’d been hoping the images would go viral.
“That project especially needed the attention that it got,” he said. “I was hoping that it would go viral because that would actually help spread the message faster. Thankfully, it did. At this point, it no longer matters if the feedback is positive or negative as long as the message goes across.”
Flemming also raised the point that there was no helpline number attached to the image and no call to action.
“If he really wanted to do something about it, maybe adding a few abuse helpline numbers on his website would have at least shown intent,” he said. “But they’re not there.”
The Hallway’s executive creative director, Simon Lee, put it simply:
It confronts me with a problem, but doesn’t provide me with a way of a solution. It only does half of the job.
Saint Hoax said he had tried to contact a number of organisations about getting involved with the campaign.
“I actually tried contacting a few NGOs that deal with child abuse and sexual assault,” he said.
“I sent them emails asking them if they are interested in partnering up for the campaign because I needed to put a helpline number on the posters or a web address. Sadly, none of the organisations replied. I decided that I wasn’t going to let that stop me, so I went on with sharing the campaign on my own.
“After the posters got some attention online, the organisations replied. It was a bit too late because I had already shared the posters. But I did grant the organisations full rights to publish the images and link them to their helplines.”
Brian Merrifield, creative director at Common Ventures, however believes a lot of what’s been said about the campaign since its conception is “stupid”.
“Some of the public responses comes off rather stupid considering Princest Diaries isn’t advertising, it’s not sanctioned by Disney and it tackles the touchiest of topics,” he said.
“I’ve seen commentary like ‘it’s ruining my childhood memories of Disney’ or ‘the use of animated characters targets kids’ with little consideration as to why they’re looking at the work in the first place. These few, self-absorbed adults who aren’t ‘getting it’ are just adding to the works effectiveness.
“I think for an artist/activist Saint Hoax has achieved phenomenal cut-through online. Which isn’t that surprising given that the visuals pull on childhood heartstrings and the stat, although badly written, is pretty chilling.”
M&C Saatchi’s Flemming added: “I might be horribly completely wrong about the whole thing, but I don’t think I am.
If one person calls because of this, in spite of this, if someone does it, then fantastic.
If you have any issues or concerns please call ChildWise on 1800 991 099 or email helpline@childwise.net. Or get in touch with Kids Helpline on 1800 55 1800.
B&T has contacted Disney and is awaiting a response. Kids Helpline declined to comment.
Please login with linkedin to comment
Events GYP&R Marketing to Women Merge Qantas Saint Hoax Sharri Markson Venus CommsLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.