Prison Reform Trust 'take kids out of the picture' by Pd3

The Prison Reform Trust has launched a cross-platform campaign created by Pd3 aimed at raising awareness of ‘Out of Trouble’, an initiative to reduce the number of children and young people imprisoned in the UK.

The print campaign, which launches across UK national media, features an image of an imprisoned child with the strapline ‘Take kids out of the picture’ and will be reinforced by an interactive digital campaign highlighting the need for public support.  
With each email registered at in support of the campaign a pixel of the child in the image will disappear, which will eventually lead to the child having been entirely taken out of the picture (leaving an empty prison cell).

The campaign will run across national and trade titles including The Guardian and The Independent.  Media planning and buying was carried out by Vizeum.