Agency Network: 
November 2011
International Bureau for Children Rights:  Tourist Patrol
International Bureau for Children Rights Print Ad -  Tourist Patrol


Print advertisement created by BCP, Canada for International Bureau for Children Rights, within the category: Public Interest, NGO.


Keep your eyes on patrol.
Stay vigilant when you’re travelling and help stop the sexual exploitation of children.
Report it at

Advertising Agency: BCP, Montréal, Canada
Executive creative director: Étienne Bastien
Co-Creative Director: Jonathan Rouxel
Art Directors: Jonathan Rouxel, Yanick Senechal
Copywriter: Dominique Arsenault-Bulmer
Agency producer: Frederique Bissonnet
Photographer: Jean Malek
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andylefty's picture

Very uncomfortable ad. Probably no way to confront this issue.

Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
ledebaneto's picture

I like it.

Activity Score 44
dollypoppin's picture

Nope. Didn't work for me.

Activity Score 1423
Copywriter at Conceptboard Advertising |

"Nihil sub sole novum"

atb2005's picture

I find nothing uncomfortable about this photo. That man could be her father or even uncle! haha

Activity Score 13547
tracyzhang's picture

agreed! the artwork alone doesn't say anything... I also didn't get that she was a child from her back, could've been a 20 year old.

Activity Score 133
jrouxel's picture

Thanks for your comment, but don't you think a sexual abuser can look like anybody ?

You are right, there is nothing overly unconfortable about the situation but I personally don't think it's a neccessity to be shocking.

Generally, it's rare that sexual predator abuse children in public. They tend to abuse behind close doors.

Since local police tend to close their eyes on thoses matters, we are trying to get tourists more alert and report any strange behavior to help resolve that matter. is a tool to receive and analyze tips from the public/tourist. That tip could lead to an arrest and the sexual abuser could be prosecuted in his country of origin.

Hope you'll help the cause if you witness any strange behavior.


Activity Score 59
Creative Director at Montreal |

Co-Creative Director and art director @BCP

NicoCiego's picture

haha. stereotyping. tss

Activity Score 1031
Art Director at Quezon City Philippines
Baelin's picture

A lazy visual that directly confronts the subject matter without challenging the emotions of the viewer. I feel nothing in regards to the 'couple' in focus. No revulsion for what should be a violation of human rights or a desire to put a stop to the exploitation of another human being.

He could be an adoptive father, a parent spending quality time with his daughter, an older man having a good time on the beach with a younger wife. They look comfortable and content. In fact, is there anything about the young girl in question that suggests that she wants your help at all?

Activity Score 273
MicheleVirgilio's picture

Nice but not so strong.

Activity Score 2617
elyoshiro's picture


Activity Score 546
Creative Director at Dir. Creativo Digital |

Roger Keynes's picture

You're seeing it, but you're not seeing it.

(HINT: All the sunglasses.)

Yes, that could be a 20 year old girl. Yes, that could be her uncle.(really?) But yes, that could be child abuse.

This campaign isn't meant to create the shock & revulsion that you all seem to be expecting (interesting!).

Think about it. Some of you have said it. Child abusers are subtle. Cunning. Covert.

Jrouxel's campaign understands & shows this. It says remain vigilant. Stay aware. Child abuse could be happening in front of you.

NB: atb, you're excused because you're in HR. ;)

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

atb2005's picture

Maybe the reason you work freelance is because no agency (especially top agency) will want to hire. You are not welcome at my agency with that type of "strategic" "senior" thinking. In the future, do me a favor and refrain from mentioning me in your comments. Thanks.

Activity Score 13547
goranflr's picture

I think that the problem is not that the ad is not shocking. The problem is that the ad has no impact (which can be achieved not only by shocking). If the man with the kid are not there to cause any impact, because the child abusers are subtle, cunning, covert... then, why are they in the ad? What is the element that will make me remember it, apart from a cliche situation of child abuse?
An ad has to call the attention of the viewer. If there's nothing that makes me turn my head or at least remember it, then it doesn't stay in my mind. As simple as that. That's why I don't see it working.

Activity Score 259
bvital's picture

regardless to any relation with girl, i dont see any grace in this ad... nothing new to me.......

Activity Score 198
Art Director at employed |


vegitaboss's picture

I find nothing uncomfortable about this photo. That man could be her father or even uncle! haha

Activity Score 11
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