Italy airs anti-pedophilia tv campaign

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MILAN -- Saatchi & Saatchi has created a TV and print campaign for the Centro Italiano per l'Adozione Internazionale (CIAI), the Italian international adoption center, to elicit public awareness against pedophilia by showing an Italian father selling his children in a Rome square to Oriental tourists.The ad, which will air on Telemontecarlo stations, features an Asian tourist paying $100 for a child. The tourist asks for assurance that the child is a virgin and asks if there are any limits, to which the father replies, "anything as long as you don't kill them."

The spot will be joined by a three-version print campaign, one of which shows photos of adult men with children and the captions, "Dr. Jekyll, Mr. Hyde" and another that mimics the fashion world, with the heading "SpringSummer '97 Collection" and lists prices under the photos of four children with descriptions of the "merchandise."

Copyright July 1997, Crain Communications Inc.

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