BBH China's Chilling Infomercial Reveals Horrors of Child Trafficking

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Campaign for China’s Social Assistance Foundation features a menacing child salesman
BBH China's Chilling Infomercial Reveals Horrors of Child Trafficking

China’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 is and launched on June 1st - Children’s Day - when children are the focus of the world’s attention.

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 of the campaign: “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,”

Said Yu Kung, ECD, BBH China: “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 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.

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Creative Agency

Art Director: Yu Kung, Jenny Jin

Chief Creative Officer: Johnny Tan

Copywriter: Ken Lu

Creative Agency: BBH China

Executive Creative Director: Yu Kung

Genres: Dialogue

Categories: Associations, Corporate, Social and PSAs

BBH Shanghai, 4 years ago