Children can easily become caged by their social circumstances as the Fundacion Padre Hurtado campaign sadly shows. They are often at the mercy of their guardians' lifestyles since they either don't have the courage to seek help or, more likely, don't understand that life could be any different. Through this foundation, however, that could all change.
Executed by Prolam Y&R, an ad agency based in Santiago, Chile, the Fundacion Padre Hurtado campaign portrays these mistreated children as being caged by their circumstances. Although each image looks like a hopeless case, the ad states simply, "You’re the key," implying that with a person's help, they can free these children and others like them from their unfortunate confines.
The Fundacion Padre Hurtado campaign was art directed by Sergio Araya.
Key Themes Behind This Trend
- Social Circumstance Awareness
- Opportunity to create technology or platform that enables and encourages social awareness to help change/social workers in identifying children of unfortunate situation.
- Collaborative Philanthropy
- Opportunity to create software or platform that enables collaborative philanthropy that empowers more individuals to provide aid and support to social causes.
- Emotive Visual Campaigns
- Opportunity to create emotive visual campaigns that encourage individuals to take a stand against societal ills and provide aid where necessary.
Where This Applies
- Advertising
- Opportunity to create visually powerful ads that encourage individuals to contribute to social causes.
- Non-profit
- Opportunity to create programs or technologies that support non-profit organizations in identifying and assisting children in dire social circumstances.
- Social Work
- Opportunity to create technology or platform that optimize social worker's identification and assistance capabilities in providing assistance to children of disadvantageous situation.
