Confronting UNICEF outdoor + print campaign aims to break down ‘compassion fatigue’
One of the world’s leading child rights and relief organisations is launching a confronting new advertising campaign in a bid to break down ‘compassion fatigue’ in Australia towards global poverty. UNICEF Australia’s outdoor and print campaign is designed to connect in a new way with everyday Australians the grim reality of child labour, the recruitment of children as soldiers and the vulnerability of some 150 million children in the world today who are orphans.
The print and outdoor campaign will run in Sydney, Melbourne and Brisbane. The outdoor campaign will be supported by JCDecaux, long-term partner of UNICEF Australia, in which it provides significant in kind outdoor advertising space.
“A lot of advertising by development agencies show a happy, smiling child. This is because agencies want to show people that they can provide a better future for children in need. Yet there is a risk that we mask the brutal reality of poverty for millions of children across the globe,” UNICEF Australia’s Marketing & Fundraising Director, Louise Brockbank, said.
VIEW THE CAMPAIGN:
“This campaign powerfully shows the personal impact on children ofinsidious global issues such as child labour or the use of children assoldiers. We hope it will help break down the compassion fatigue thatcan infect people particularly in more difficult financial times.”
An estimated 158 million children aged 5-14 are engaged in childlabour, while 300,000 children are believed to be exploited asfighters, porters or sex slaves in conflicts around the world. It isbelieved more than 140 million children live as orphans with childrenas young a 10 often being forced to care for younger siblings.
“These are massive, global problems that impact the lives of children,yet UNICEF’s work in over 150 countries shows we can support thesechildren and bring comfort and hope,” Ms Brockbank said.
UNICEF does not receive UN funding, its work relies heavily on privatedonations. Last year UNICEF Australia raised $13.8 million to fundUNICEF’s work to help vulnerable children.
The campaign will commence in August.
CREDITS
Judith Calov, Art Director
Matcham Caine, Copywriter
JCDecaux, free media space
8 Comments
I just don’t care
Gen Y?
I’ve liked this idea 7 times now.
Funny!
Don’t think it’s meant to be funny. Harsh.
Clients just don’t understand good advertising anymore. I sat in the movie theatre last night and the crowd were moaning and laughing at how bad the ads were. Clems Melbourne are the only agency that do it consistently accross a wide range of clients. Seriously, James McGrath should write a book. The rest of the agency heads should then read it. We need to do something as an industry as things really aren’t looking good.
Saw the ‘returned serviceman’ version of this series on a bus shelter and thought it was gutsy and powerful.
Since when do ‘Employee of the Month’ posters etc say the age of the recipient?