Save the Children's Mother's Day campaign uses sexy models to highlight the distinctly un-sexy and dead-serious issue of global child poverty, suffering and disease. The point of the ad campaign is to implore with viewers that, although child suffering can never be a 'sexy' issue, it deserves everybody's attention.
The ad shows a group of sexy female and male models being prepped for an ad campaign for a brand they know nothing about. Cue cards bearing cliche sexy statements are held up behind the camera, and the models effortlessly read them out like the pro models that they are.
Then however, a cue card is added that bears a rather un-sexy statement -- 'Almost 800 mothers and 18,000 young children die each day, mostly from preventable causes.' Much to their confusion, the models are then asked to read that statement -- and other statements about child suffering -- while maintaining seductive body language and tone of voice.
The models are then briefed about what the ad campaign is for. After they're brought to speed, the models state to the cameras that no one and nothing can make child suffering a sexy issue, but it deserves everybody's attention. This hard-hitting and effective Mother's Day campaign was put together by the Big Block Live creative studio for Save the Children.