The problem: Every year, approximately 30.5% of children are abused or neglected, but less than 1% of incidents are reported. Ignoring child abuse makes it more acceptable.
Solution: Our specially designed human punching bag will be hung in busy public areas to highlight the problem of child abuse and help correct the widely held misconception that “Children can never be successful if you do not beat them”. This graphic display will not only educate the public on the rights of children but also remind them to be alert to child abuse and report it.
This professional campaign titled 'Only cowards beat their child' was published in China in July, 2011. It was created for the brand: Save the Children, by ad agency: Linkus. This Ambient medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 12 years ago.
Advertising Agency: Linkus, Beijing, China
Creative Directors: Polar.qiao, Zhanfeng Sui, LiangYu Lu, Zhenquan Gao
Art Director: Polar.qiao, Zhanfeng Sui, Guannan Tao, Zifeng Jin, Dongwei Zhang
Copywriter: Lifang Tian, YangJing, Gentrad
Photographer: Hui Jing