Amigos for Kids: advert-body-3 by Republica

Independent advertising and communications agency Republica, partnered with non-profit organization, Amigos For Kids, to create a PSA aimed at raising awareness about the subtle signs of child abuse that, tragically, often go unnoticed. Inspired by the insight that abused children often hide subconscious clues of their situations in classroom drawings, Amigos for Kids created a gallery with a dark, hidden twist during Miami Art Week. The seemingly average installation exposed unsuspecting visitors to real drawings from real children, which later turned out to include troubling signs of abuse. The result was a multi-platform campaign centered on a PSA video.

The Broken Crayons haunting, four-day exhibit set the scene for an integrated, world-wide multi-media campaign launching today. The effort consists of an interactive website, BrokenCrayons.us, and a film that transformed the honest, unscripted reactions of art-goers into a powerful PSA aimed at raising awareness of child abuse in all of its forms.

The PSA, which showcases the work from renowned child protection expert, Dr. Elspeth McInnes, shows unsuspecting art goers come to the startling realization that children hide troubling truths in their classroom drawings. Many did not catch the subtle nuances at first glance. With audible gasps and shocked faces, the startling revelation that each child artist had been subjected to some form of abuse.

The multi-platform campaign will host a website, BrokenCrayons.us, that serves as a virtual gallery, allowing visitors to witness and experience the shocking imagery along with the unique story tied to each drawing. Because most abusers are the victims’ parents or caregivers, Amigos For Kids knows that it is crucial to inform the general public of silent warning signs.