A series of ads for non-profit organization Petite Maman feature baby clothes turned into prisoners. The ads show old clothes locked up in their storage-themed prisons as they wait to be released. Along with the image of incarcerated baby clothes is the tagline "Give them a second chance." The ad then implores viewers to "Give your baby's old clothes to mums who need them."
The depressing print ads were developed by French ad agency Publicis Conseil. Each of the ads were made to target mothers in the Ile-de-France region of France. The shocking images of incarceration were chosen to give mothers with old clothes a push. Petite Maman works to collect and redistribute second hand children's clothes in that France to mothers in lower income brackets.