Creative Execution

We created a powerful short film where a kite represents the child as it goes through a disturbing experience. One parent kills the other during a fight and is taken away leaving the child all alone. Viewers were invited to learn the full story on the campaign site where they could donate and adopt a virtual kite to show others their support for Innocent Children.

The campaign has just begun so no results at this tim

When parents are imprisoned the hidden victims are the children who often lose everything. Morning Tears has been working for 15 years to give these children the life they deserve. Our goal was to increase the fundraising effort for this meaningful cause. We needed something powerful yet simple to create an emotional impact, to highlight the issue in a way that generated a reaction. We decided to leverage a truth that every child is born innocent. Our idea was Innocent Children, a Morning Tears initiative designed to be the voice they don’t have and a social platform for those wanting to add their own voice in support of these vulnerable young people. Using the symbol of kites, with a large kite guiding a smaller one, it summed up the hope of the organization – that together we could give these children freedom to fly and reach their full potential.