Save the Children


Agency: Grey México


As part of the month of the child, this graphic campaign showing how criminal groups treat children and teenagers in Mexico, to enlist them and shaping them to become hitmen or criminals.
Criminal groups have a recruitment strategy that involves stepping into the role of the family, providing what many humble families cannot: time, money, attention, and a fast track into the criminal world.

Through three powerful images, "Families" reveals how criminal groups fill the void left by absent traditional families. Whether it's playing soccer, watching a movie, or learning to drive, everyday activities become tools for recruitment and control by criminals. Each image in this campaign captures the "family" treatment that criminal groups provide to young people, molding them into hitmen or criminals.

However, this campaign isn't just about exposing reality; it's about inspiring change. It urges us to take action, to break teenagers free from this cycle of violence, and to offer them a path to a safer, more promising future. Through Save The Children, we can help create safe spaces where they can grow without the influence of crime and reach their full potential.

This professional campaign titled 'Families' was published in Mexico in April, 2024. It was created for the brand: Save the Children, by ad agency: Grey México. This campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 3 months ago by Creative Director: Rodrigo Melgar of Grey.


Client: Save The children
Marketing Director: Nivia González-Pastor

Agency: Grey México
CCO Global: Gabriel Schmitt
Global Creative Partner: Diego Medvedocky
CEO: Coral Arnedo
CCO: Alexis Ospina
Grey Global Sr. Creative Manager: Catrina Ramos
Grey Global Head of Creative Excellence: Maru Sokolowski
Executive Creative Director: Mauricio Guerrero
Head of Art: Micho Sánchez
Creative Director: Mario Berber/Rodrigo Melgar
Copywriter: Rodrigo Melgar/César Medina/Rodrigo Montoya
Art Director: Mario Berber/ Mauricio Sánchez/Marco Oseguera
Agency Production: Angélica Torres/Leah Pages

Production Company: Whisky Films
Photographer: RAM Martinez
Photo Assistant: Luis Eduardo Álvarez
Executive Production: Fernanda Rivas/Paola Forero
Production Assistant: Steph Berretta
Producer: Carlos Vallejo
Casting: Eli García
Costume Design: Kawa Arzate
Scouting: Andrés Rodríguez


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.