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December 2008
Child Health Foundation:  The Scream
Child Health Foundation Print Ad -  The Scream


Print advertisement created by Serviceplan, Germany for Child Health Foundation, within the category: Public Interest, NGO.


In Germany 180.000 children are abused every year. Please contact your local youth welfare office if you have the slightest suspicion.

Advertising Agency: Serviceplan, Munich, Germany
Creative Director: Daniela Bardini
Graphic Design: Jacqueline Tenschert
Copywriters: Christine Deinhart, Ralph Müller
Photographer: Camillo Büchelmeier
Make Up: Tommy Opatz
Lithography Agency: delta E GmbH
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Highest Rated

Guest's picture

Darn... I almost shit my pants. however, this idea only appeals to the smart who know munch. wife-beating, child-abusing morons won't get it...

SoCH_TO's picture

Horrorble!! but Truth!!

Activity Score 958
Art Director |

Live with Passion

alexander_bickov's picture

Truly idea. Effective message

Activity Score 3217
everartz's picture

i like it although it could have been done better

Activity Score 7571
Art Director |

| everartz |

kergu's picture

buena idea pero hubiera sido mejor para anunciar algun evento artistico en pro de la causa.

Activity Score 6787
bubblestheclownfish's picture

I like it - my only problem with it is I've seen Munch's Scream used in a lot of advertising, so it spoils it a bit for me - other than that - nice.

Activity Score 598
Creative Director
CGilb09's picture

Copy could have been much more striking to match the visual.

Activity Score 570
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

NatalieM's picture

Agreed, but it is still effective.

Activity Score 1681
Topolewski |


jorj's picture

Raw and powerful concept.

Activity Score 630
Art Director at Senior Art Director
Guest's picture

Darn... I almost shit my pants. however, this idea only appeals to the smart who know munch. wife-beating, child-abusing morons won't get it...

Guest's picture

I agree, too high brow.

dsklan's picture


Activity Score 1908
Art Director at homeshop
Guest's picture

Actualy, the copy is very effective. It's a warning you would find on a pack of cigarettes.

Guest's picture

This is beautiful, even though it is portraying a horrible situation that children throughout the world go through. Yes, Scream is a cliche to use here, but it obviously works. It shows the agony that these victims go through.

Guest's picture

This picture is beautifully put together, and in all actuality very beautiful itself, even though it is portraying the horrible situation that children throughout the world are put through.

timeis's picture

It's not aimed at the abusers, it's aimed at people who SUSPECT child abuse. And assuming that only uneducated people ( you don't have to be 'smart' to know Munch, just educated) are 'wife-beating, child-abusing' morons is completely incorrect! You don't abuse someone because you're stupid or undereducated... You abuse someone because you have deep-seated psychological issues and were probably abused yourself. Writing off abusive people by pretending they're all just idiots and we're all better than them isn't helpful; abusers need a ton of help, too.

There probably IS a correlation between a lack of education and abuse, but it's probably a spurious correlation- by that I mean that although you often see the two together, they aren't related.
People who are emotionally unhealthy tend to have less education (because they can't focus on school, end up dropping out, etc.).
People who are emotionally unhealthy ALSO tend to be more abusive than normal, healthy people.
So a lot of abusive people probably ARE undereducated, but that's not because one is an EFFECT of the other- rather, they both tend to occur under the same condition (being emotionally unhealthy), so you get a lot of cross-over. But there are still a lot of educated, intelligent people who are abusive. Whether or not you are abusive has NOTHING to do with your intelligence.

Anyway, the image of Edvard Munch's 'The Scream' is recognizable to most people, even if they don't know the title and artist. Although, for people who DO know the history behind it, it's not really about this at all, it's just about an experience he had where he 'felt a scream pass through nature' (I always figured it was a panic attack, personally). So it's almost LESS affective if you know the story behind it. However, that's really only if you over-think it. I still think it's a beautiful ad.

Activity Score 2
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