Agency Network: 
November 2011
Save the Children Direct Ad -  The Beggar


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.

Direct advertisement created by Linksus, China for Save the Children, within the category: Public Interest, NGO.


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

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
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
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mertos's picture


Activity Score 904
Creative Director
bobby666's picture


Activity Score 1460
RMG Connect, India
dearturki's picture

very nice.

Activity Score 311
Tilbin Thambi's picture

It's Good

Tilbin Thambi
Activity Score 189
Art Director at Chennai | | | 098405 86509

danielchapman's picture

I don't get it. Theyre still begging. All we are doing is removing strings and it doesnt help them at all?


Might work for a Pinocchio DM. This? Not so much.

Activity Score 292
kleenex's picture

cool idea.

Activity Score 51110
Web Designer/Developer
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