A Dire Warning About Not Reading to Your Kids from Save the Children

Illiteracy Film From 'Most Shocking Second' Team Aims at Parental Guilt

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Editor's Pick

Save the Children is using shock tactics again with this film from the same team, Don't Panic London, that brought us the Most Shocking Second a Day film about the Syrian crisis back in March. This time the danger to children that's being highlighted is closer to home; illiteracy in the U.K.. Promoting a campaign to encourage adults to read to their kids for at least 10 minutes a day, it starts with a scenario of a father too tired to read to his son. It then takes us through his imaginings of the worst possible outcomes in the boy's future; from academic and social failure, through to not being able to take public transport, via drugs and violent video games to a failed marriage. While this might seem a little heavy-handed, the film (which ends on a more positive note as the father changes his mind) is guaranteed to induce the parental guilt that is the charity's goal. Jonathan Pearson directed the spot via Unit9.

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About

Credits
Date
Sep 10, 2014
Agency:
Don't Panic London
Client:
Save the Children U.K.
Direction:
Jonathan Pearson
Prod. Co.:
Unit9
Tags
Category
Industry
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