This new UNICEF advertising effort tries to depict the pathetic plight of abused children and urges us to fight against this sinister sin. Through a new way, the campaign, created by Ogilvy & Mather, shows how innocent children fall to the trap and how Pedophiles hide the truth. See larger images here.
Through showing some folders, the campaign says about the predators and preys. It shows how David, a 37-year old, befriends with Maria, an 11 year old girl through chatting. Every time he connects to the web, he is anna-98, a 13 year old girl. After sharing e-motions through the web, she(he) succeeds to trap her and Maria will make her first video strip tease. When her clothes fall to the ground, so will her innocence.
The copy-oriented campaign also presents other incidents in which the innocent children are subjected to exploitation.
CREDITS
Advertising Agency: Ogilvy & Mather, Santiago, Chile
Chief Creative Officer: Cesar Agost Carreno
Creative Directors: Felipe Manalich/Nicolas Neumann
Copywriters: Nicolas Neumann/Felipe Manalich
Art Directors: Alejandro Caputo/Jaime Gonzalez
Illustrator: Alejandro Caputo
Account Manager: Edelweiss Fellenberg
