文/vivi
在中国的街道上，很容易看到各式各样的乞讨儿童，迫使他们乞讨的往往不只是穷困和残疾，更是背后犯罪组织的控制和指使。为了让人们对这一点有更清晰的认识，同时了解真正帮助这些儿童的办法，创意团队设计了这样一个DM。画面上是一位乞讨的儿童，手脚都用细绳控制着，以突出“提线木偶”的身份。顶端封条撕开的同时，控制他们的绳索就掉落了，“救助儿童会”这个组织及其目标也就醒目地出现在DM上。
Tear here to stop Child Exploitation /
Rip down the string and set her free
Problem: Street children are a global problem. In China, informal statistics have up to 1.5 million children living on the streets, of which up to 79% are exploited by criminals who force the children into picking through garbage, begging, performing or stealing. These children are trapped in a life of pain and suffering where malnutrition and abuse are all they know. For the average person on the street the sight of these children is disturbing but nothing new, and as much as they’d like to help they don’t know how.
Idea: Our dramatic photographs incorporate actual strings to represent the puppet-like manipulation of children caught in these situations. The strings are held in place by a removable banner which describes the plight of the children. When the banner is torn off by the reader the strings are released and information is revealed to tell the reader how they can help. These cards are distributed in large cities and urban areas around China to inform people about Save the Children, an international charity organization dedicated to rescuing children from exploitation.
Advertising Agency: Linksus, Beijing, China
Creative Director: Polar Qiao, Lin Bo, Gao LuYang
Art Director: Polar Qiao, Lin Bo, Gao LuYang
Copywriter: Tian LiGang, Tian LinYan, Gentrad
Photographer: Shi Zhong, Hui Jing
The Direct marketing titled The Beggar was done by Linksus advertising agency for product: Save The Children (brand: Save The Children) in China. It was released in the Mar 2012.
