Parents, How About Turning Your Kid Into a Child Soldier?
UNICEF Video Filmed at Brazil Student Exchange Fair Highlights Treachery Experienced by Real Children
Oct 26, 2015
To hammer home the message that millions of children lead lives of appalling deprivation and violence, UNICEF and Ogilvy Brazil set up a booth in Sao Paulo at a student exchange fair, where parents go to learn about the best study-abroad opportunities for their own kids.
At the fake booth called "ECA Exchange Programs -- changing children's lives," an enthusiastic actor posing as a salesperson pitches programs to increasingly horrified parents. Take, for example, the Child Revolutionary Program, where your child will be kidnapped and serve as a soldier in a real conflict; a program where kids focus 100% on study because there's no electricity or water; and an unpaid internship working at a dump or cutting sugar cane.
In the video #thereisstilltime (#aindadatempo in Portuguese), parents go through shock, outrage, sorrow and finally a desire to help as the actor explains that these aren't real programs, but are the experiences of real children, who need their help.