Cannes Lions

Save The Children From Child Labor

VMLY&R, New York / SAVE THE CHILDREN / 2019

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Overview

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Credits

Overview

Background

Over 87% of the shoes produced worldwide include child labor practices.

Save the Children is passionately committed to one goal: giving all children the best chance for the future they deserve – a healthy start in life, the opportunity to learn and protection from harm.

On behalf of all the kids that are forced into working in the footwear industry, Save the Children is making a call for help by asking donors to fight child labor and bring an end to this injustice.

Idea

You don´t pay for the shoes you buy.

It´s children, that work under terrible conditions. They pay for them with their suffering.

With this simple, yet powerful striking message, Save the Children wants to raise awareness of the issue and encourage consumers to donate to the cause and help eradicate this problem.

Strategy

In researching the footwear industry, it became increasingly evident that not only does child labor still exist, but it’s at a much larger scale than the average consumer could ever imagine. As a matter of fact, almost 9/10 shoes produced worldwide include child labor practices in their supply chain.

We targeted the average consumer. With this campaign, Save The Children raised awareness of child labor in the footwear industry and encouraged consumers to help fight the issue by donating at www.savethechildren.org

Execution

The illustrations showcase the harsh reality of child labor.

By using a technique of oil painting on canvas, we portrayed children in poses that stimulate pain and torture as if they were part of the shoe. As a final touch, the artist used a smoke technique with graphite to grant a vintage texture.

The campaign ran both as a newspaper print and a billboard in Santiago, Chile during the week of 15/04/2018. The newspaper prints were published in Diario Publimetro and a series of billboards were displayed in GLOBAL VIA PUBLICA / Santa Isabel, Santiago de Chile .

Outcome

These striking designs made a true impact in the consumer´s mind. As of result, donations to Save the Children increased by 25% compared to Q2 of 2018.

Thanks to this, the non-profit organization is increasing its strategies to help combat child labor through educational programs designed to support disadvantaged children.

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