To commemorate National Child Abuse Prevention Month (observed during the month of April) and raise awareness on the widespread issue of child abuse and neglect, Republica Havas developed an awareness campaign for Amigos For Kids, a Miami-based non-profit organization, called Victims, which reintroduces notorious serial killers in a less familiar way — as the innocent children they once were.
Research shows that child abuse is known to repeat itself across generations. In fact, one out of three child abuse victims will become abusers themselves. Amigos For Kids understands that aiding victims captured in a cycle of abuse is not enough. To truly help stop the cycle, the non-profit aims to get to the root of the problem by raising awareness of the importance of strengthening families and educating communities to help prevent child abuse.
Along with the headline, “Some victims of child abuse wind up with victims of their own,” the hard-hitting campaign shows childhood photos of the murderous cult leader Charles Manson, serial killer and sex worker Eileen Wuornos, and the notorious “Night Stalker,” Richard Ramirez. Each was a victim of horrific child abuse and neglect — a victim of the cycle that Amigos For Kids intends to stop.
The print ads will be running in two publications in Los Angeles and one in Daytona beach. We chose these cities for two reasons – they are the locations in which the three featured serial killers were finally arrested and, sadly, Florida and California have some of the highest reports of child abuse in the country.
Integrated advertisement created by Havas, United States for Amigos for Kids, within the category: Public Interest, NGO.