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Juvenile Protective Association: Kid
Cruelty to children is ghastly, malicious and cruel*
* advertisers exempted
Again we see a favourite of many art directors- text or copy assembled into an image. I could easily get into the strength and faults of this, however it appears i am distracted by the disturbing misery of these children.
This is undoubtedly an effective campaign, whether it is a fresh idea or not. The photography and art is direction is quite good. The copy particularly works to highlight the horrors of verbal abuse. Importantly, they did not take a leaf out of the ASCA book, and freak us out with weird alternative nonsense.
However the clear question remains- how they made these children cry? I have studied these infants rather carefully and I’m confident they’re not fake. I can also conclude that they are not old people dressed as children, nor were not digitally mastered by the people who brought us Call of Duty 4.
They are therefore real human children in absolute state of discontent. Should i believe that an adult successfully captured this emotion by mere request? Did he/she say to each child; “OK when I say go, I want to you to erupt into a hollering, blubbering cry. Now I don’t want weeping, I want wailing..”
The subject of child abuse is indeed a non laughing matter. However when I think of the boardroom brainstorming in this campaign I cannot help but giggle. Am I crazy to think that somebody’s eyes once lit up and suggested “we will advocate against child abuse by poking a child to make it cry…”. I wouldn’t be surprised if he then followed to explain his grappling idea of ‘text as an adults hand’ . It would then explain why everyone overlooked the ridiculousness of poking a child.
Advertising Agency: EuroRSCG Chicago, USA
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There was a female photographer (I don’t know the name, just remember seeing a big flap about her) She created a series of images like this, without the phantom hands of course. Her method was to give the kids lollipops and then once they had begun enjoying them she would snatch them away and take several quick pics. Then give the candy back. None of the kids were poked or otherwise harmed, unless you count taking away candy for a moment to be harm. I think her images had a political message too. These people are probably just using her images with their little bit added in. Or maybe they copied her method. The blond girl looks familiar though… I’d say they’re using hers.
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