The #MakeAChildCry campaign takes a reverse psychology approach to raising awareness of poor health care for children in lower-developing countries. The campaign created by DDB Paris stresses the importance of healthcare among youth. The main goal for the ad is to show people that a child crying while they receive a medicated needle is better than watching them become sick and possibly pass away.
The global #MakeAChildCry campaign uses this hashtag to generate awareness. The campaign is also promoted through visual posters and a short commercial.
The clip begins with close-up camera angles on children's faces as they cry. Slowly the camera begins to draw back showing the audience a doctor's office. The crying children are accompanied by a nurse or doctor who is giving them a check-up. The tears slowly subside and the audience becomes aware that hearing a child cry for a few moments is better than not hearing them at all.