BALL

TitleBALL
BrandSAFE KIDS
Product / ServiceSAFE KIDS
CategoryA10. Typography
EntrantOGILVY BEIJING, CHINA
Entrant Company OGILVY BEIJING, CHINA
Advertising Agency OGILVY BEIJING, CHINA

Credits

Name Company Position
Tracy Wu Ogilvy Beijing Production Manager
Zhou Yulong Protographer
Steven Shu Ogilvy Beijing Account Director
Redworks Beijing Production House
Rita Yang/Quentina Yang/Lyon Zhang Ogilvy Beijing Agency Producers
Song Yue/Doug Schiff Ogilvy Beijing Copywriters
Yang Ge/Kirk Zheng Ogilvy Beijing Art Directors
Kama Yu Ogilvy Beijing Creative Director
Doug Schiff Ogilvy Beijing Executive Creative Director

Brief Explanation

In China, a disciplinarian approach to parenting and teaching has a long history and tradition. But more modern learnings and research have shown that treating kids too sternly or cruelly can have negative lasting effects. Safe Kids, an worldwide organization created to protect children, has begun to want to spread the word of the dangers of verbal abuse to parents and teachers in China. The main objective was to take the target out of the slumber and have them consider this issue seriously.

The Brief

Verbal abuse towards kids causes damage that can last a lifetime. Safe Kids wanted to find a way that could get people to begin to understand this overlooked fact

How the final design was conceived

The idea of words lasting far longer than the moment they're heard was the direction agreed upon. From there it was a matter of visually expressing that idea. We looked at tattoos, and skin etched by a sharp object. But the idea of the words being burned into the flesh of the child to leave scars which revealed the words was a most moving visual. The type was painstakingly crafted to add to the authenticity of the image. Headline: Watch what you say. Words can leave a lifelong impression. Translation: what a miserable mess you're, you piece of garbage.

Indication of how successful the outcome was in the market

While the campaign has just broken, 4 articles covering the campaign have been published and seen in China. Also several schools in Beijing and Shanghai have asked Safe Kids to come to schools to present their findings and point of view to teachers. Media attention and school and parent involvement and interaction with Safe Kids was exactly their goals with the campaign.