SHANGHAI – China’s Social Assistance Foundation (CSAF) has launched a campaign against child trafficking that illustrates the heartbreaking reality that some children are being traded like they are mere products.
The chilling advertising campaign, produced by BBH China for CSAF, a government-backed charity dedicated to raising awareness of child trafficking and resolving to stop the problem, reveals how ruthless and unsympathetic this phenomenon is in China. The campaign was launched on June 1st in line with the celebration of Children’s Day.
“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’, said Deng Fei, pioneer of Sina Weibo’s anti-trafficking action and founder of the Children’s Fund at CSAF.
“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 using the web–a powerful tool that can empower the public and the authorities to keep our children safe,”
To shake off China’s passive stance, the hard-hitting integrated campaign reveals a menacing child trafficker attempting to sell off children using the language of an unscrupulous salesman.
“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,” said Yu Kung, ECD, BBH China.
The campaign will run for a month with an online film, print, posters, digital and window displays in high street stores to make the campaign more poignant in retail environments.
The materials will drive the audience to the CSAF website which offers both protection to children and guidelines to the public on how to detect and report child traffickers.
