Springer focuses on suffering in Terre des Hommes' charity ads

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.

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