The Children's Society emphasises the reality of criminal exploitation among 10- to 18-year-olds.
Using a "hope meter", the ad follows a young boy called Reese who is recruited into drug trafficking before receiving support from The Children’s Society. It comes as part of the brand’s new brand positioning "fighting for hope", which highlights the struggles of vulnerable young people.
The ad launches today (16 November) on Channel 4 alongside radio, social and digital activity. It was created by Ben Lambert and Alex Mawby, and directed by Charlotte Regan through Knucklehead. Media planning and buying is handled by Craft and The Kite Factory.