It's National Child Abuse Prevention Month in the United States. Since 1991, the mission of Amigos for Kids has been to prevent child abuse and neglect by valuing children, strengthening families, and educating communities.

Every day five child victims of abuse die in the United States and it is our duty to do our part to combat this evil., that was the brief for this campaign. The objective was to generate a high-impact campaign to raise awareness and try to get more people to join with help so that this happens less and less

Is it a man removing his belt to undress or is it a man about to hit his child with the belt?

HIS FACE, HIS GESTURE, HIS POSTURE, THE OPEN CURTAINS, THE CERTAIN DARKNESS, THE LOOK, THE HARD ARM, THE INTIMACY, etc. It makes us understand as if it were a violent image, but we fight every day so that it was simply a photo of a man removing his belt and that this element is only useful for what it was created and not for any other use.

Is it a man removing his belt to undress or is it a man about to hit his child with the belt?

HIS FACE, HIS GESTURE, HIS POSTURE, THE OPEN CURTAINS, THE CERTAIN DARKNESS, THE LOOK, THE HARD ARM, THE INTIMACY, etc. It makes us understand as if it were a violent image, but we fight every day so that it was simply a photo of a man removing his belt and that this element is only useful for what it was created and not for any other use.

The impact was significant because this campaign was spread throughout the city, through billboards, posters, magazines, social media posts, etc. But the most impressive thing was the message and the photograph. It was there that the most significant impact of the campaign occurred. The photos attract the eyes and you are shocked to see them and receive the message. It's hard, but very