Agency Network: 
November 2009  Print


Advertising Agency: Rethink, Vancouver, Canada

Print advertisement created by Rethink, Canada for, within the category: Public Interest, NGO.


1 in 3 children of offenders will become offenders.
Help us break the cycle.

Creative Directors: Ian Grais, Chris Staples
Art Director: David de Haas
Copywriter: Katie Ainsworth
Log in to post comments
shahidali's picture

i don't get it. is the footstep symbolizing the offender and his child as the future offender? how come these marks only symbolize the offences?

art direction is nice.

another thing i don't get is the statistics. what's the source and its credibility. Its important as otherwise being a new kind of a correlation, it might not get digested by the viewers.

Activity Score 4067
Dhaka, Bangladesh |


Guest's picture

I realy hate this kind of campaigns. Not only is the visual a forced idea but the idea and copy is not even advertising worthy.
Did you guys ever think about the use of the word WILL in this context? You take away al positive perspective with your fatalistic attitude.
There is no cycle to break because 1 on 3 WILL end up an offender.

So overall feel: ZERO.

Guest's picture

Agree about the WILL could've been just as effective if not more without that in the line. Otherwise, I thought it was a great idea.

opposite of u's picture

you two are pretty stupid, aren't you? don't get it? go visit some other sites, that are not so difficult to, or such......knobs

opposite of u
Activity Score 301
Guest's picture

you are right, those two are ding dongs. Good ad.

Guest's picture

i guess these two guys at the top dont know that when you are born they take your foot imprint, and when you get booked (arrested) they take your fingerprints, they are establishing a relation between the two important moments in their life... i love this ad. SIMPLE! & CLEAN!

kylestebbins's picture

This ad is FABULOUS. I echo the sentiment... the first two people that posted missed the point entirely. At birth you give a footprint, when you are booked for a crime, you give your thumbprint. Brilliant execution and fantastic concept. Nice work.

Activity Score 77
Videographer at Roundscapes, LLC
jsptrck404's picture

what you guys/gals stated as a defense of the ad is simply a fact. a fact that doesn't hold up as a defense of the execution. ok, babies are printed at birth. convicts are printed when arrested. and where is the correlation of 3 of one to 1 of the other? that's what's missing. and so that's what they clumsily tried to address (or remedy) with the line "1 in 3..."

don't get me wrong, it's not a bad ad. (you'd have to be an idiot not to understand what they're trying to say).

but this is a forced visual. if you remove the visual, it doesn't affect the communication. or... without the line, the visuals are worthless. without the visuals, the line works just fine. the line (1 in 3 children of offenders will become offenders) w/no visual tells the exact same story. in other words, the visual is not doing any work at all.

it feels like they're on to something but never quite got there.

eggo nailed it below.

Activity Score 437
Art Director |

| think small |

EGGO's picture

Here's my critique: It's just saying a fact. I think it could've been pushed further.

Example: There was an ad that used the same strategy as this (which is statistics). It was about rape. But they took it further than the statistic. It went, "1 in 4 women will be raped. Will it be your mother, daughter, sister, or wife?" See? That last sentence gave it more impact and personable.

This doesn't accomplish that and the art direction is difficult for me to sorta come back to the copy. I can see how it sort of relates, but I get no sense of it playing off of it. Reading the comments, I see that it was about how they take your footprint as a child and fingerprint as an adult. I would not have gotten that if I saw the other ad. I think this has a good idea somewhere in there, but it just needs more playing around to be clearer and more impactful.

Activity Score 354
Other |

You have to hate advertising in order to truly love it.

Guest's picture

wow! rethink has really taken a nose dive in the last year or so.

Sydney based jake's picture

yes. nice

Sydney based jake
Activity Score 115
Graphic Designer at Creative Living Media
rolling.stone's picture

Nice and clear message

Activity Score 2741
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

gravity's picture

sooo, you say that the footprint is from a baby... rrright...

better visuals for good ideas like this, please...

Activity Score 181
Art Director at Sistemsensin
Guest's picture

i like the idea goood...

pencilreturns's picture

clear..should quote the source of the statistics

Activity Score 99
Creative Director
smnk's picture

What am saying the Concept should eye-catch and easy to understand the concept what they want to show.
and here eye-catchable design but the concept not clear

Activity Score 20
Graphic Designer at Manipal Digital Systems (P) Ltd
Featured Content

Latest Collections