NAPCAN Children See Children Do
NAPCAN, Australia’s National Association for the Prevention of Child Abuse and Neglect, launched a thought-provoking television/cinema campaign this year with “Children See, Children Do”.
The 90 second spot features children following adults, mimicking their habits. At first the pattern appears to be innocuous, talking on a mobile phone while walking through a city square, making a call on a public telephone, waiting behind the yellow line in a railway station. The behaviour becomes more insidious with a girl copying a woman’s smoking habits on an escalator. A boy follows as a grown man carelessly knocks a struggling mother’s bag off her shoulder. We see examples of litter, drunken behaviour, road rage, racism and cruelty to animals. A woman yells at her baby, accompanied by her older daughter. A man is joined by his son as he verbally and physically abuses his wife.
The super: “Children See. Children Do”. The clip finishes with a scene from a public carpark in which a man assists a woman whose groceries have been spilled. The children join in. The tagline for Child Friendly Parenting: “Make your influence positive”.
Click on the image below to play the video in YouTube
The TV/cinema campaign links with a website is childfriendly.org.au, in which NAPCAN provides resources for positive parenting. NAPCAN hosts Children See Children Do as a 3.88 mb WMV video.
Credits
The Children See Children Do campaign was developed pro bono at DDB, Sydney, by creative director Matt Eastwood with creatives Charlie Cook and Simon Johnson, and agency producer Sean Ascroft.
Filming was directed by Sean Meehan at Soma Films who host Children See Children Do as a 5.56 mb SWF video. See Soma Films’ earlier work for NAPCAN -- Don’t Just Stand There.
Editing was done at Winning Post, who host Children See Children Do as an 11.9 mb quicktime video.
NAPCAN worked with DDB to raise awareness of all adult Australians that responsibility for children’s wellbeing goes beyond parents and child care professionals.
Children’s Guardian were involved in filming to ensure that children were not exposed to harm in any way. The domestic violence had adults and children filmed separately then placed together in post production. The girl with the cigarette had her cigarette and smoke added to her shot in post production.
Soundtracks
There are two songs used in the NAPCAN ad. The Soma Films online version has “Rabbit in your headlights”, sung by Thom Yorke for Unkle. The NAPCAN online version has a song, written and performed for the campaign, with the lyrics, “It looks like rain again today, dark clouds gather, fill the sky. Don’t know how to talk to you, just know how to say goodbye.”
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Location 
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Posted in Inspiration, TV Ads Cinema and Online Videos
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(4.92 out of 5)
Greetings,
My name is Neusa and I am a 46-year old mother from São Paulo, Brazil. I was amazed with your great TV advertisement. I am sure the parents who see it will think twice before having such appalling attitudes in front of their children.
I fell in love with the song too. I can not find the name anywhere. Would you be willing to share its name with me?
Yours faithfully,
Neusa
i want that song
I just love this music. Can anyone tell me who is the author, and what’s the name of the song.
Great video. I would also be interested in knowing about the song. Thank you.
Has anyone found the song anywhere. I have looked online for the past hour for it. and I can’t find it. let me know if you know what it is. Thanks!
i would also like to know who wrote, or sang the song?
Dear Sirs,
I received this video clip a month ago and I can’t remember how many times I have watched it !
Being a mother and an ESOL teacher in Minas Gerais, Brasil, this video came in handy and it makes me cry whenever I watch it.
Congratulations on such a great job ! It is awsome and goes deep inside…
I wonder if there is a way that I could receive more videos like this by email I would very much appreciate your reply.
Thanks.
Cybeles Lehner
Pouso Alegre, MG
Brasil
This was probably one of the most touching commercials I have ever seen. I was left speechless by the end. I have sent this to everyone I know because people dont understand the power they have over our youth and its about time we use it for something good. i think this was such a powerful message that it can not afford to be left unnoticed!
ps – Would you be able to let me know who sings the song in the video, as I like many others have been inspired by it!
The whole world would like to know who sings the “It looks like rain again today” song in the online version.
Please share the title/artist…pretty please?
To all others, here’s what I found online at
http://www.10ad.org/children-see-children-do/ :
Gday John,
It was actually composed in 30mins by our Advertising team from DDB so there is no actual artist or song title apart from Children See Children Do.
We don’t have the song on WAV or MP3 file we only have the video of the Ad.
It’s such a powerful ad I think the song really compliments the message as well.
Cheers,
Kristian Goodacre| Administration Assistant
NAPCAN Foundation
T 02 9211 0224 | F 02 9211 5676
preventing child abuse – before it starts
http://www.napcan.org.au
Hello, I’m from Mexico and I work in a college, here we start a campaign to try to change bad attitudes in children and teachers and this video is a very important part of that.
This advertisement is amazing beyond belief.
and it is heartbreaking. i love what are doing. =]
the song is completely amazing too.
Hey, like everyone else, I was impressed with the deepness of the message delivered. I’m not even a parent and the ad left me thinking for hours afterward. Also like everyone else; I want to know what the HECK the song and artist are!
IF ANYONE WOULD LIKE THE MUSIC ON MP3 FOR, LET ME KNOW I HAVE A PROGRAM THAT ALOWS ME TO TAKE MUSIC FROM THE INTERNET AND TURN IT TO MP3, MY EMAIL IS FRDRANGER25401@AOL.COM
Hi – love the song too – I think the song is called Rain and originally performed by Foreigner (early 1990s) but I am not sure who performs this version.
Ah ha, i have to thank you guys. Im doing an yr12 essay on your add for school, i believe its a good one to. Espeacily for the queastion
“Discuss how this visual text explores aspects of growing up and bringing about growth and change”
Hmmmm, pity you didnt mention anything about the main reason why you wanted to film it. It would of greatly helped.
Anyway thanks again. . . .
- the Underground Space Junkie
By the way, Maybe you should write more of that song, looks like you could have a big hit on your hands.
Hi all,
I received this video a long time ago, and liked this song so much but I couldn’t find it anywhere, so I have tried to make contact with NAPCAN.
The music was an original composition by Hylton Mowday at Speed of Sound studios.
This is the info I received from the advertising company that did the ad…
Jonatan Diego Ferreira
Computer Engineering
Joinville-SC
Brazil
I don’t know for sure, but I think that song has to be by radiohead, if it’s not radiohead they were certainly influenced
The clip is awesome. I’d wonder to play to my students. May I?
u pple r awsum!!
just saying
good luck
save the lil pple
I would like to be able to download “child see, child do” and use in my mental health practice.
Thank you all for make us remember/realize those painfull realities. We do what we saw and our children will do what they would see and so on… Like a bit mouse wheel! We all need to wake up that what we are and what our metamorphosis is after we have became parents that have been choosen by ourselves! That’s the realization! Thanks again!
Amazing Video and sooo true! I have a 3 1/2 year old and she is building her whole persona at this stage based on what she learns from her parents.
Does anyone know where one can acquire the song in full from this video?
Amazing Video and sooo true! I have a 3 1/2 year old and she is building her whole persona at this stage based on what she learns from her parents.
Does anyone know where one can acquire the song in full from this video?