No child should be sentenced to fail

Apprentis d’Auteuil, supported by TBWA\Paris, unveils a new communication campaign designed to raise public awareness and mobilize donors around vulnerable and stigmatized youth.

A dive into a courtroom. A child and his teddy bear sit in the defendant’s dock. An absurd verdict is delivered by the judge. Noé, 4 years old, is sentenced for crimes he will commit… in 14 years. “No child should be sentenced to fail” concludes the voice-over.
On March 19, 2026, marking 160 years of commitment to disadvantaged youth, the Apprentis d’Auteuil Foundation unveils its new communication campaign designed and produced by TBWA\Paris. Powerful images and messages aim to raise awareness among the general public and mobilize donors.

The film’s protagonist—a 4-year-old child—is judged and condemned by society before having done anything. Because he was not born in the “right” place. Because a label has already been attached to him. This deliberately absurd staging highlights an unjust reality: all too often, a child’s destiny is seen as predetermined, their path set from the very starting line.
In an increasingly saturated media landscape, the foundation chose to create a bold and impactful campaign designed to challenge the public on issues of social inequality and the often judgmental attitudes directed at vulnerable young people. It highlights the prejudices faced by some youth for no other reason than their background, family vulnerability, or differing life paths.
With a multi-channel rollout spanning cinema, television, outdoor advertising, digital platforms, social media, and the Paris metro, the campaign aims to reach the widest possible audience and encourage public support for the foundation, particularly through donations.
Through this campaign, Apprentis d’Auteuil reaffirms its belief in the potential of young people and its commitment to transforming their future.
"We are in the best position to witness that social inequalities disadvantage young people. Yet, we see every day that this is not inevitable. We believe in their ability to take control of their lives, and in the power of our educational support to help them integrate into society." Jean-Baptiste de Chatillon, CEO of Apprentis d’Auteuil
A Film, Posters, an Influencer
The film, produced by Solab and directed by Julien Colonna, director of Le Royaume, draws visual inspiration from the judicial world. The subway posters adopt the style of American mugshots, juxtaposing the innocence of childhood with the symbolic weight of convictions.
Also planned : an interview with Gaspard G. on March 19, 2026, featuring the film’s young protagonist. It will highlight the absurdity and injustice of the situation : a child facing social accusations before having committed any wrongdoing.