Kids Company warns about summer holidays in emotional David Walliams-voiced ad

Simple and poignant, Kids Company's 'Safe Summer Appeal' campaign aims to shed a light on the experiences of children living in abusive or impoverished homes during the summer holidays and raise funds.

Kids Company: campaign raises funds for summer appeal
Kids Company: campaign raises funds for summer appeal

Created by Aesop, the campaign aims to generate donations to support summer camps and day trips run by Kids Company, an organisation which works with vulnerable inner-city children, young people and families. It comprises a film running on social media and a print ad.

In the film, which is narrated by comedian David Walliams, we see a young girl playing with an empty pink sandcastle, playing pretend, ignoring her dismal surroundings while she taps on the surface as if she were making real sandcastles. She’s broken out of her reverie by the shouts of her drunk and angry father, gone are the sandcastles, she is brought back to reality. The film finishes with a positive spin, however, as the girl is able to go away with Kids Company.

The print creative uses dilapidated sandcastles, the cracks in their foundations designed to show the strain an impoverished or abusive lifestyle has on the wellbeing of the children Kids Company seek to help. It uses the strapline, "Summer’s no holiday for some kids" and was shot by photographer Nadav Kander.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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