Perhaps there is a lesson from Kanine Leo.
I am a balding middle aged male who rides a bike, just like hundreds of others. No one takes a bit of notice. But when I have Leo on the back, everyone notices. Why?
Well a couple of reasons. Firstly the obvious, dogs don't generally ride around on bikes, so it is unusual. Secondly, he looks cute and he also looks very much like a dog we have in our ads constantly (
http://www.youtube.com/watch?v=PyNrt1nY7P8), so when we cycle together I hear "hey it's Wilson" (the dog in the ad clip). Thirdly, he seem to be enjoying what he is doing, it is his passion.
O.k. if you think that Bemused is going to bring his bike and Kanine Leo to Chicago, you've missed the point.
The point is, the media and public respond to certain images/info more than others. It's human nature. And what do we have? Children that were abused, yes we are all adults now, but once we were cute as buttons innocent kids. And who did this? Not cute as button kids, but sinister organisations that portrayed themselves as kind, benevolant and holey.
Now add in a challenge, like; "what would you do if this was your child, because this could happen to you?" Suddenly you have people thinking and when they think you have their attention and when you have their attention . . .
Oh and that picture as Bemused's Avatar. That was taken by a professional photogarpher, who saw Kanine Leo riding round the hills and asked for a photo session.