文/vivi

在中國的街道上，很容易看到各式各樣的乞討兒童，迫使他們乞討的往往不只是窮困和殘疾，更是背后犯罪組織的控制和指使。為了讓人們對這一點有更清晰的認識，同時了解真正幫助這些兒童的辦法，創(chuàng)意團隊設計了這樣一個DM。畫面上是一位乞討的兒童，手腳都用細繩控制著，以突出“提線木偶”的身份。頂端封條撕開的同時，控制他們的繩索就掉落了，“救助兒童會”這個組織及其目標也就醒目地出現(xiàn)在DM上。

Tear here to stop Child Exploitation /
Rip down the string and set her free

Problem: Street children are a global problem. In China, informal statistics have up to 1.5 million children living on the streets, of which up to 79% are exploited by criminals who force the children into picking through garbage, begging, performing or stealing. These children are trapped in a life of pain and suffering where malnutrition and abuse are all they know. For the average person on the street the sight of these children is disturbing but nothing new, and as much as they’d like to help they don’t know how.

Idea: Our dramatic photographs incorporate actual strings to represent the puppet-like manipulation of children caught in these situations. The strings are held in place by a removable banner which describes the plight of the children. When the banner is torn off by the reader the strings are released and information is revealed to tell the reader how they can help. These cards are distributed in large cities and urban areas around China to inform people about Save the Children, an international charity organization dedicated to rescuing children from exploitation.

Advertising Agency: Linksus, Beijing, China
Creative Director: Polar Qiao, Lin Bo, Gao LuYang
Art Director: Polar Qiao, Lin Bo, Gao LuYang
Copywriter: Tian LiGang, Tian LinYan, Gentrad
Photographer: Shi Zhong, Hui Jing
 

The Direct marketing titled The Beggar was done by Linksus advertising agency for product: Save The Children (brand: Save The Children) in China. It was released in the Mar 2012.