Brief: Colombian children are joining Colombian outlaw armed groups voluntarily, thinking they might have an opportunity for better living, escaping from poverty and violence at home.
Objective: Conscientize our children with a convincing message portraying the fact that joining these armed groups is not a better life choice.
Idea: We made a special poster for them, showing a child's appealing gift that “disguises” the true intensions of these violent groups. Inside this “gift”, there are positive messages about the real risks of trading their young life for empty promises.
Ambient advertisement created by Leo Burnett, Colombia for Colombian Presidency, within the category: Public Interest, NGO.