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
Dec 11, 2017
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."