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 smoking a cigarette or is it a man about to burn his son with a cigarette? The harshness of the photo, the clenched fist, the empty beers, the broken watch, the context, etc. makes us understand as if it were a violent image, but we fought every day for it to be simply a photo of a man smoking and for that element to be used for what it was created and for no 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 CIGARETTE IS JUST A CIGARETTE.

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 smoking 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.