| Title | WATCH WHAT YOU SAY |
| Brand | SAFE KIDS |
| Product / Service | SAFE KIDS |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company | OGILVY BEIJING, CHINA |
| Advertising Agency | OGILVY BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| 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 |
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 fact that's just now beginning to be acknowledged in China. Using voice recognition technology led to this powerful execution that recognizes voice and processes the spoken word into graphics, then places the graphics (in this case in the form of tattoos on the child's chest) in a video banner format, reinforcing the message that words can last a lifetime.