Direct > Product & Service

THE CHILDREN NOTWORK

COUPE BUENOS AIRES, Buenos Aires / ADVERTISERS WITHOUT BORDERS / 2013

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

People constantly talk about problems to do with work.

But one of the worst problems associated with work is one we hear very little about.

According to the UN, right now there are over 215 million children in work.

It’s a reality we don’t have to travel far to see, but it’s one we prefer to ignore.

How could we help these children assert their right not to work and to be heard?

We needed to get people to start talking about child labor

Execution

We made that in the place where millions of people were speaking about work in general, they started to talk about child labour,

Implementation

We discovered that LinkedIn has no age limit for registration. In other words, any child can register as a professional without anybody realising. So, on the LinkedIn network, we created TheChildrenNotwork, a campaign to raise awareness that child labour goes unnoticed by people at large. We created profiles of companies from all over the world, including textile, coffee, toy. etc. Next we created tens of fictitious profiles of children who supposedly worked in those companies. Children began sending direct communications to hundreds of other network users, inviting them to enter athechildrennotwork.org, with detailed information on child labor.

Outcome

Professionals, executives, entrepreneurs and opinion leaders from around the world were contacted in Linkedin. The initiative soon became a topic of conversation on social networking sites. Thousands of people shared the campaign on their walls, on Twitter and on blogs in different languages.

International organisations and bodies joined up, and the world’s media disseminated the news.

We managed to do a massive campaign, aimed at specific audiences, without spending money. Our only investment, was the time of the volunteers of the foundation. And all the photographs were donated for the campaign by Latinstock.com.

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