BBH and China Social Assistance Foundation launch a chilling campaign against child trafficking to commemorate Children's day

Child.jpgChina's Social Assistance Foundation (CSAF) has launched a campaign against child trafficking that illustrates the brutality of the trade when children are portrayed as products for sale.

The chilling advertising campaign, produced by BBH China, reveals how ruthless and unsympathetic the child trafficking trade in China and launched on June 1st - Children's Day - when children are the focus of the world's attention.

The campaign is for CSAF - a government-backed charity dedicated to raising awareness of child trafficking and resolving to stop the problem in China.

Child 2.jpgThis year, CSAF wants to shake off China's passive stance with a hard-hitting advertising campaign targeting traffickers.

The integrated campaign reveals a menacing child trafficker attempting to sell off children using the language of an unscrupulous salesman.

Deng Fei, pioneer of Sina Weibo's anti-trafficking action and founder of the Children's Fund at CSAF (China Social Assistance Foundation), said, "Child trafficking is still a serious problem in China - demand is the primary root of the problem. Our aim is to eliminate a 'buyers market'.

BBH China's work is a refreshing perspective on the issue and we hope it will trigger the attention we need to raise awareness in the community via  the internet - a most powerful tool that can empower the public and police to keep our  children safe."

Child 3.jpgYu Kung, ECD, BBH China added, "Child traffickers don't perceive children as humans, but as products. The campaign adopts the point of view of a callous child trafficker selling children off with special deals and discounts. Instead of the conventional tactic of building sympathy towards victims, our objective is to ignite and build disgust toward the perpetrators,".

The campaign launched on June 1 and will run for a month with an online film, print, posters, digital and window displays in high street stores, making the campaign more poignant in retail environments.

The campaign drives audiences to the CSAF website which offers both protection to children and guidelines to the public on how to detect and report child traffickers.

CCO - Johnny Tan
ECD - Yu Kung
Art Direction - Yu Kung, Jenny Jin
Copywriter- Ken Lu


Swing and miss said:

The execution is a big let down to engage anyone, not like it's an OMG idea anyway. No doubt the Thais, Latin Europeans and Americans would've done it better.

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