A fictional non-profit organization named Caring for the Future aims to protect & educate children on topics related to child abuse. Their mission is to get children to understand the dangers and consequences of being abused. This is tackled through a cohesive identity system, coloring book pages dispersed in children’s magazines, billboards posted nearby water parks, a storybook brochure handed out to schools for distribution, and social media posts. A secretive approach is taken for communicating sensitive information through pig latin and farm analogies. The underground company hopes to provide a safe haven to kids who feel lost or confused because of being abused without knowledge that it is wrong.