Today is International Children’s Day and to draw attention to the often appalling treatment of many of the world’s kids, charity group Right To Play has unveiled two stunning and provocative spots.
The work of BBDO Toronto, the first is a 90-second TVC highlighting the mistreatment, forced marriage and child labour suffered by many children around the world. While a second deals with African militias and boy soldiers.
Right To Play is a global organisation that attempts to teach children in need with educational games. It was founded in 2000 by Norwegian Olympic gold medal speed skater Johann Olav Koss who now resides in Canada.
Commenting on the work, BBDO Toronto’s ECD Todd Mackie said filming the ads was a “emotional production” that “had the crew in tears between takes.”
He added: “The child soldier shoot particularly was very difficult, as it all felt incredibly real with the burning cars and explosions. One thing that stood out was even after we cut, the kids just kept on playing soccer. To see the joy of those kids in such a bleak setting was very powerful.”
Check out the two spots below: