Title | BALL |
Brand | SAFE KIDS |
Product / Service | SAFE KIDS |
Category | A10. Typography |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company | OGILVY BEIJING, CHINA |
Advertising Agency | OGILVY BEIJING, CHINA |
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 |
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.
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
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.
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.