# Incarcerated Clothes Ads A Campaign for Petite Maman Redefines Baby Clothes as Prisoners By Alexander Lam | Published 2013-06-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/petite-maman References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/06/petite-maman-give-them-a-second-chance/) 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](https://www.trendhunter.com/trends/solutionoriented-holiday-ad). 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](https://www.trendhunter.com/trends/lets-match-mums) in that France to mothers in lower income brackets. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 16% | Activity: 38% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Reimagined Baby Clothes:** The use of prisoner-themed ads redefines baby clothes as a symbol of redemption and second chances. - **Societal Impact Advertising:** Ads that shed light on social issues like incarceration create an emotional connection and prompt action. - **Collaborative Redistribution:** Organizations like Petite Maman work to collect and redistribute second-hand children's clothes to support mothers in lower income brackets. ### Who This Affects Most - **Fashion and Apparel:** The fashion industry can explore innovative ways to repurpose and reimagine old clothes, paving the way for sustainable practices. - **Non-profit and Social Services:** Non-profit organizations can find new ways to address societal issues like poverty through targeted campaigns and collaborative distribution networks. - **Advertising and Marketing:** Creative agencies can leverage impactful storytelling techniques and thought-provoking imagery to tackle social issues and inspire change. ## Related on Trend Hunter - [Social Good Peruvian Menswear](https://www.trendhunter.com/trends/pieta.md) - [Grandmotherly Laundry Campaigns](https://www.trendhunter.com/trends/abuela-tag-reader.md) - [Multi-Use Soothing Shirts](https://www.trendhunter.com/trends/the-sweat-sheet.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Billboard-Transformed Tent Shelters](https://www.trendhunter.com/trends/lifesaving-outdoors.md) - [Culturally Influenced Baby Apparel](https://www.trendhunter.com/trends/isla-and-mimi.md)