Community and Family International
It is an unavoidable fact of life that different people are born into different situations. Some are plagued by the circumstances of their birth, others blessed – and it would be naive to pretend that this does not have a profound and lasting impact on their lives.
A lifetime can be mapped out into highs and lows, choices and decisions, and every little factor is connected. We are born into a socio-economic status, which often determines the standard of education we receive. That education will determine the career paths we take, and that, in turn, will have a cyclical effect on the lives of our children. These ultimate connections can determine the very the fabric of our lives – and in fact has been shown by analysts to reduce or increase risk of incarceration.
The sad truth is that a majority of those under 18 who spend time in jail will re-offend within two years. Instead of merely accepting that kind of a statistic, Community and Family Services International are encouraging a kind of change.
These images are powerful in their concept; but perhaps contradictory in execution. The blending of lines between criminal and academic is a little difficult to embrace – and whilst the thought behind the merged concepts is clever, the people look a little more fatigued jailbird than enthused graduate.
Mixed messages aside, one thing is clear: more institutions are required to assist in rehabilitation as opposed to incarceration for young offenders. Education has been lauded by every political scientist as the key investment in the youth for developing nations, regardless of their circumstances. So, it is true that with your help, she can turn her life around – and in doing so, across a whole generation, we could be looking at a very different future in the developed world.
Advertising Agency: DM9JaymeSyfu, Manila, The Philippines
Creative Directors: Merlee Jayme, Eugene Demata, Jerry Hizon
Art Director: Miko Quiogue
Photographer: Paolo Gripo
Copywriter: Biba Cabuquit
Creative: Allan Montayre
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In the first ad, the word “institute” on the diploma is misspelled INSTITURE!
Also, these people don’t have degrees, just pretty – but misspelled! – certificates of completing courses in food and beverage services, call center training, and advanced cosmetology! So they are now qualified to flip burgers, telemarket, and paint nails, respectively.
Comment by txguy — 24 March, 2009 @ 12:07 pm