Parents, How About Turning Your Kid Into a Child Soldier?

UNICEF Video Filmed at Brazil Student Exchange Fair Highlights Treachery Experienced by Real Children

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To hammer home the message that millions of children lead lives of appalling deprivation and violence, UNICEF and Ogilvy Brazil set up a booth in Sao Paulo at a student exchange fair, where parents go to learn about the best study-abroad opportunities for their own kids.

At the fake booth called "ECA Exchange Programs -- changing children's lives," an enthusiastic actor posing as a salesperson pitches programs to increasingly horrified parents. Take, for example, the Child Revolutionary Program, where your child will be kidnapped and serve as a soldier in a real conflict; a program where kids focus 100% on study because there's no electricity or water; and an unpaid internship working at a dump or cutting sugar cane.

In the video #thereisstilltime (#aindadatempo in Portuguese), parents go through shock, outrage, sorrow and finally a desire to help as the actor explains that these aren't real programs, but are the experiences of real children, who need their help.

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About

Credits
Date
Oct 26, 2015
Agency:
Ogilvy & Mather Brazil
CEO:
Fernando Musa
Client:
UNICEF
Creative Director:
Gonzalo Ricca
Art Director:
Frederico Gasparian
Copywriter:
Renato Barreto
Planning:
Juliana França
Production (Ogilvy):
Rafael Rosi
Production (Ogilvy):
Vanessa Wallner
Production (Ogilvy):
Vanessa Garcia
Production (Ogilvy):
Andrea Consoleto
Production (Ogilvy):
Sonia Cremerius
Account:
Daniela Glicenstajn Elkis
Account:
Juliana Fernandes
Production Company:
Vetor Filmes
Director:
Luiza Campos
Executive Producer:
Alberto Lopes
Executive Producer:
Paula Moraes
Executive Producer:
Chico Puech
Director of Photography:
Paulo Disca
Production/Director:
Murilo Baskerville
Production:
Equipe Vetor Zero
Production:
Rodrigo Sobreiro
Production:
Jeff Ferreira
Account:
Giovana Grigolin

See more credits

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