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Save the Children

The Beggar

Agency: Linksus

Description

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.

This professional campaign titled 'The Beggar' was published in China in November, 2011. It was created for the brand: Save the Children, by ad agency: Linksus. This Direct medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 10 years ago.

Credits

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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