Choose to See Them — ECLAG

TLDR. A three-act European video campaign — Ignore · Highlight · Restore — on children’s rights online, validated with our predictive neural-analysis stack before production. 3 videos · 18 neuro analyses · 3 weeks of work. Live at choosetoseethem.childsafetyineurope.com.

The challenge

ECLAG (European Coalition for the Rights and Well-being of Children Online) represents over 80 European organizations calling on the European Union to urgently adopt legislation against the online sexual abuse of children. The subject is among the hardest to communicate: emotionally costly to get wrong — a tone that slides into pity or drama undermines the message’s credibility — and technically sensitive — platforms block sponsorship of politically exposed content.

We needed videos that were emotionally strong, technically sustainable on the platforms, and validated before production so we wouldn’t burn resources on the wrong directions.

The thesis

Before production even started, we set a thesis: to shake people, you need discomfort, not reassurance. A comfortable campaign is easy to consume and just as easy to forget. We wanted the viewer to feel friction — and for that friction to become a trigger to act.

The visual research

From there, the visual research began. We built a reference moodboard using a method we call Hot or Not, through which the campaign’s visual direction emerged: a subtractive language built on absence — silhouettes instead of faces, erasure instead of demonstration, silence instead of drama. But also a grammar designed not only to erase what we choose not to see, but also to bring to light and restore what is ignored.

What we did

The result is a three-act campaign — Ignore · Highlight · Restore — translating the dynamic of the crisis into three movements: erasure, emergence, restoration. It asks the viewer to look where they would normally look away.

Each video was validated before production with our proprietary predictive neural-analysis stack, iterating on score, editing, and mix on the basis of structured feedback. The iterative cycle ran for three weeks, with eighteen consolidated analyses. From these we distilled seven operating principles we now apply by default on any project with an emotional audio-visual component.

Three big numbers

3 videos delivered · 18 neuro analyses · 3 weeks of work

Outcome

The campaign is live and active on LinkedIn, Instagram, and X, with a dedicated landing page at choosetoseethem.childsafetyineurope.com. Restore — the closing chapter — is Featured on the Pianeta.Studio homepage.

But the most relevant outcome is methodological: the process applied to ECLAG is now part of our standard creative approach, with no extra fee, on every project with a significant video or audio component.

Want to understand how we worked?

The methodological detail — what the neural-analysis stack measures, how you iterate, the seven operating lessons — lives in the Bulletin:

→ Validating a video campaign before producing it — the ECLAG case

FAQ

What does “validating a campaign before producing it” mean? It means testing the score, editing, and mix of a video with a quantitative second opinion before rendering the final file. It lets you discard the obviously wrong choices and recalibrate the brief in an informed way.

How long does it take? For ECLAG we worked across three weeks with eighteen neural-validation iterations. A single audio-only cycle takes 5–10 minutes.

Is it a paid add-on service? No. Neuro validation is included in our standard creative process, with no separate line item on the invoice.

What kinds of projects is it suited for? Video or audio campaigns with a significant emotional component: advocacy, NGOs, public health, sustainable brands, educational campaigns, fundraising assets.

For a similar project

Talk to Alba → info@pianeta.studio

See also: Service · Creativity and neuromarketing