Not content with a winning film at the Cannes International Festival of Creativity 's inaugural "Good Work" competition, Orel Bitan has continued to support the charity she promoted in her entry to the not-for-profit category.
Ms. Bitan, a copywriter at BBDO Israel, entered the Good Work competition by responding to a brief from the charity Love 164, after learning that two children are sold into sex slavery every minute. The child-sex-trafficking industry is estimated to be worth $32 billion, and 27 million children are currently enslaved.
The film, raising awareness of child sex slavery, has been shown on mainstream TV in her native Israel and featured in several newspaper articles, thanks to the 700 emails she has sent out -- including one to Ad Age -- about the cause.
Her entry was one of five outstanding submissions chosen by jury chair Craig Davis, chief creative officer of Publicis Mojo, and the rest of the jurors. It shows a little girl standing in front of a shelf full of toys, which she is selling because she doesn't need them any more.
By rolling over each item, a price tag is activated. When you roll over the girl, she too has a price -- $145.50. Clicking on her tag takes you through to a video that simply and clearly states some of the horrors of child sex slavery.
Ms. Bitan -- one of seven children -- found it very difficult to get a child to appear in the video, but after much persuading, her mother gave permission for her work with her 10-year-old sister.
"I told my sister it was for child sex slavery, and she said that even if we save only one child we should make this video," she said. "I think because I have so many brothers and sisters I really felt for this issue."
The film was shot in a room belonging to Ms. Bitan's nephew, using some of his toys and some toys that belong to her creative friends at BBDO.
Ms. Bitan has worked at BBDO Israel for five years, working on accounts including Home Depot. She created the film with her friend Jessica Kalbermann.