We have seen how fate stamps its discriminative policies on those hapless children, who are armoured with cruel responsibilities. Now, UNICEF is trying to garner support for its initiative against this cruel practice.
With the creative support of Y&R Johannesburg, UNICEF distributed direct mailer to garner support for its child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children – reading books, playing soccer, riding bikes and doing other childhood activities.
It urges us- Turn soldiers back into children
Agency: Y&R Johannesburg, South Africa.
Via: Direct Daily
