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.

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

WE FIGHT SO THIS BELT IS JUST A BELT.

Join us in the battle to end child abuse.

Amigos for Kids.

Child abuse occurs in all social classes regardless of the religion, origin, or age of the adults involved. What we’re trying to show in this campaign is Amigos for Kids’ commitment to the fight so that this happens less and less and also to clearly exemplify how those objects that are used to perpetrate abuse should only be used for the purpose for which they were created

We fight so that we don't have to do a campaign like this in the future and that when someone sees a man removing his belt in a photo like this, it's just that. The double interpretation that we have when looking at the campaign, due to the context in which we live, is the reason why we are fighting.