This Red Cross PSA Highlights How It Feels to Lose a Child by Recreating CCTV Footage

Film by Adam&Eve/DDB Also Shows Real-Life Reunions

Published On
Dec 11, 2017

Editor's Pick

A new PSA from Internal Committee of the Red Cross (ICRC) recreates CCTV footage of agonized parents unable to find children in shops, parks and public places, in order to highlight its work on reuniting families torn apart by conflict or environmental disaster.

The film, by Adam&Eve/DDB, depicts parents and grandparents desperately searching for children that they've lost and asks the audience to imagine that feeling lasting for years as opposed to just a few minutes. The CCTV footage is not real, but the film finishes by showing (real) moments of families torn apart for years being reunited thanks to the work of the ICRC. It was directed by Simon Ratigan of HLA.

Mike Sutherland and Ant Nelson, deputy executive creative directors at Adam&Eve,DDB, say in a statement: "When parents lose sight of their children, even for a few minutes, it is distressing and really frightening. Panic quickly takes over and your imagination runs riot. This film shows the invaluable role the ICRC plays in reuniting families who have been separated, sometimes for several years."


Dec 11, 2017
Agency :
Adam & Eve/DDB
Brand :
Internal Committee of the Red Cross
Client :
Internal Committee of the Red Cross
Communications Manager :
Jennifer Smout
Public Relations Officer - Campaigns and Policy :
Matthew Dermot Clancy
Group Chief Creative Officer :
Ben Priest
Chief Creative Officer :
Richard Brim
Deputy Executive Creative Director :
Antony Nelson
Deputy Executive Creative Director :
Mike Sutherland
Agency Producer :
Jimena Seoane
Planning Director :
Hannah Mackenzie
Business Director :
Mike Stern
Senior Account Director :
Katie Baker
Project Manager :
Amy Waldman
Designer/Typographer :
Scott Silvey
Production Company :
Producer :
Mike Wells
Production Manager :
Daniel Carter
Director :
Simon Ratigan
Director, Photography :
Bob Pendar-Hughes
Editing Company :
The Quarry
Editor :
Bruce Townend
Post Production :
The Mill
Post Producer :
Tim Lyall
Colorist :
Seasmus O'Kane
Audio Post Production :
Sound Engineer :
Aaron Reynolds
Sound Engineer :
Parv Thind
Soundtrack Name :
Composer :
Olafur Arnalds
Music Supervisor :
Ed Bailie
Producer :
Cody Childs
Music Company :
Leland Music
Music Publisher :
Kobalt Music Group
Music Publisher :
SonyATV obo EMI

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