Christina Noble Children’s Foundation (CNCF) as a charity organisation is determined to make HK public aware of this inequality, and seek their support in helping street children. To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment.
This professional campaign titled 'Unequal Childhood Paper-Cutting' was published in China in October, 2010. It was created for the brand: The Christina Noble Children's Foundation, by ad agency: Leo Burnett. This Direct medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 13 years ago.
Advertising Agency: Leo Burnett, Hong Kong
Creative Directors: Miranda Shing, Connie Lo
Art Director: Katie Ng
Illustrator: Chen Jie Rong