The international children's charity, Terre des Hommes, is
launching a pan-European cinema, press and poster campaign through
Springer & Jacoby UK.
The charity's aim is to help children in developing countries who are
forced into becoming prostitutes, soldiers or workers. However, the
forthcoming campaign focuses specifically on child trafficking.
The two cinema commercials feature a lone dog and rabbit scrabbling
around in the dirt. As the voiceover for each spot explains how a
subject has suffered abuse, the viewer is led to believe it is the
animals that have been abused. However, the twist at the end of the
commercials reveals that the abuse has actually been inflicted upon the
children who look after the pets.
The print campaign supports the cinema work, using the same idea. The
agency has also created a logo for the campaign, which is based on a bar
code with the words "Stop child trafficking" above it. The logo will run
in other Terre des Hommes literature.
Crispin Reed, the managing director of Springer, said: "We deliberately
avoided traditional shock tactics; the issue itself is shocking
The campaign was written by Thomas Chudalla and art directed by Tony
Hector. The cinema commercials were directed by Stuart Douglas through
@radical.media. Photography for the print campaign was shot by Chris
Media planning and buying in the UK is being handled by BLM Media.