“Imprisoned Children” (Crianças Aprisionadas), a print advertising campaign from Abrinq Foundation – Save the Children in Brazil, shows how child labor, often related to the fashion market, is closer to people than you think. Lew’Lara\TBWA invited some of Brazil’s leading fashion photographers, professionals working with major international brands in the world and fashion models to participate in the campaign. Each ad shows a picture that could be used for any advertising piece fashion brand, but when we see the detail, we notice a hidden child trapped inside the clothing.
Wells Fargo is running “Sign Language”, a commercial featuring a lesbian couple preparing to adopt a young deaf child, as part of a broad integrated advertising campaign with the tagline, “Together We’ll Go Far”. The storytelling campaign is designed to convey Wells Fargo’s appreciation of the many reasons why people work, and resonates with consumers by connecting at an emotional level. Other campaign elements include radio, print, in-store, ATM, online and digital. Wells Fargo will also invite social media fans and followers to use the hashtag #WhyIWork and share stories about what motivates them – be it to start a family, to start a company, to have more time to volunteer or mentor, or to have the financial resources to care for their loved ones.
Vangardist magazine, a leading German men’s monthly, has invited its readers to take a hands-on approach to end the social stigma surrounding HIV by printing a special edition using ink infused with HIV-positive blood. The magazine, which has been produced to coincide with one of the biggest annual AIDS charity events in the world, Life Ball – which takes place at Vienna City Hall on the 16th of May in Vangardist’s home town of Vienna, aims to help affected people in an unconventional way and to fight against the taboo status of HIV/AIDS in society. Three individuals with the virus donated blood for the project and the 3,000 copies of the magazine were wrapped in plastic with a powerful message instructing readers to, ‘Break the seal, help break the stigma.’
Jeroninio Almeida, founding director of iCONGO, Indian Confederation of NGOs, has released “Ideas For Action”, a film challenging the advertising industry’s fixation on award-winning social responsibility campaigns. In 2003 Almeida and associated started the #Page3 and #FTVstyle campaign to sensitize journalists and media about paying attention to real issues and not just socialites. This year they endeavour to influence the #Cannes #LionsAward organisers to have festivals and awards more often so that advertising folks create public service campaigns with the right intent and more #sensitivity for social issues throughout the year.
TWC2 (Transient Workers Count Too), an advocacy group in Singapore, has partnered with Ogilvy Singapore to run a controversial awareness-raising advertising campaign, “Mums and Maids”. Launched to coincide with International Workers’ Day, or Labour Day, on May 1, the campaign is designed to urge employers of domestic workers to grant them a weekly day off. The commercial at the centre of the campaign brings together a selection of mothers and the maids who look after their children, comparing their awareness of their children’s aspirations and everyday lives. The ad points viewers to the site igiveadayoff.org where employers are able to check out the facts and pledge their commitment to giving domestic workers their legal days off.