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Juliana Bartorilla
Save the Children: Imprisoned Children
Project type
PR and Earned Media Strategy
Role
Strategy Manager
Agency
TBWA
Industry
Non-Profit
Brand
Save the Children / Abrinq
Awards
Gold and Silver Cannes Lions
Challenge
Child labor is a serious issue, with the fashion industry being one of the primary sectors perpetuating this practice. Partnering with Save the Children, the Abrinq Foundation aimed to raise awareness about this problem. However, many consumers, captivated by the glamour and aspirations of fashion, often overlook the role of child labor in the production of their clothing.
Cultural Insight and Execution
The insight that fashion is a world of remarkable beauty with an unseen, darker side set the tone to reveal this hidden truth. Featuring children trapped beneath layers of clothing, the campaign introduced a disturbing twist, leveraging the striking visuals of high-fashion advertising. Designed to resemble a typical luxury brand, the campaign showcased supermodels in meticulously styled photo shoots. Contributions from five renowned fashion photographers created images that could easily be mistaken for mainstream editorials.
Outcome
The campaign’s dissonant imagery sparked crucial conversations about child labor in the fashion industry, raising awareness of its ethical implications and encouraging consumers to rethink their choices. Its success led to a second round, featuring a video that reinforced this powerful message.
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