Air France has a long relationship with Ecpact, which stands for End Child Prostitution, Child Pornography and Trafficking of Children for Sexual Purposes. The airline's agency, BETC Euro RSCG, Paris, worked pro bono to create the spot and a print and outdoor campaign running in Europe. The print ad is simply a picture of a man sitting with a young girl on a bed, and the numbers 14 (her age) and 10 (the number of years he faces in prison for molesting her) stamped across their faces.
The spot, running in-flight and on TV, is shot through the eyes of an unseen sexual predator as he walks through a dark and crowded bar/bordello full of older men and young girls, whose ages flash on the screen. As he confronts a young girl huddled on a bed, armed police burst through the door. The spot ends with a list of men's names, the lengths of the terms they are serving and where. The list of countries spans the world and includes the U.K., Costa Rica, India and Canada to emphasize that this is a crime that can be punished anywhere.