Cannes Lions

CHILDREN'S RIGHTS

OGILVY & MATHER, Dublin / ISPCC (THE IRISH SOCIETY FOR THE PREVENTION OF CRUELTY TO CHILDREN) / 2012

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How do we justify a close up of a child being punched in the face? Well start here. Child abuse figures in Ireland are not per capita vastly different to most European countries. However a societal refusal, for whatever reason, to acknowledge or confront the issue is deeply engrained. So for instance scandals, like those recently with the Catholic Priests, shock, but don’t really surprise the country. All said, people would rather turn away and hope it goes away. Our client wanted to put the issue of child mistreatment, and most particularly the growing area of violent physical abuse to the forefront. Children have rights, and the ISPCC is fighting to protect them. We wanted this ad – unlike most ads which suggest and insinuate child abuse – to put the viewer right in the middle of what is going on. Where they couldn’t look away, where they couldn’t sit on the fence. We wanted to put them right in the middle and leave them no choice, but to join in the fight for children’s rights. They responded the way we would all as human beings hope.

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