Childhood is precious and should be a treasure trove of sweet memories in the future of any person. But, what if fate compels a child to carry the heavyweight of cruel responsibilities? This print campaign for the Coalition to Stop the Use of Child Soldiers presents this cruel dilemma.
Developed at Miami Ad School Europe, the campaign makes some comparisons. However these comparisons are not insensitive like the WWF Tzunami ad which compared the number of deaths in two tragic incidents. Here, the comparison is sensitive and at no way tries to belittle the other.
In America, violent video games must come with an R rating.
In Germany, health experts warn against heavy school bags.
By comparing the child soldiers to the children of developed countries, the campaign tries to project the gravity of the problem. When we are lamenting about children being forced to carry heavy school bags, we should also seriously think about the plight of those children who are forced to carry heavy weapons and fight.
CREDITS:
Advertising Agency: Miami Ad School Europe, Hamburg, Germany
Art Director: Sara Kujundzic
Copywriter: Ruchir Sachdev
Via: Ads of the world
