Kids Co and its founder Camila Batmanghelidjh CBE are aiming to show people that the child welfare system in the UK is still failing the nation’s most vulnerable children with an integrated communications campaign entitled ‘See the Child’.
Created by AMV BBDO, ‘See the Child’ comprises of a 74 second long film, which will run in cinema and online from today (Tuesday 24 June) along with supporting radio, social, outdoor and press activity. A PR campaign, delivered by Fishburn, will run in tandem aimed at reaching all levels of media from political to consumer.
The campaign seeks to highlight how an estimated 1.5m children are suffering from neglect and abuse every day and how they cannot change their situation as they do not have a voice. Directed by Chris Palmer, the creative, which drives people to sign a petition to change the system, tells the story of a vulnerable child’s life from their perspective.
The child voiceover describes the conditions that they live in, the food they eat, where they sleep and where they play mentioning each aspect with associated imagery shown on screen, demonstrating the horrific conditions that this child lives in.
With no production or media budget the campaign has been made possible by those sympathetic to the plight of vulnerable children in the UK with Lean Mean Fighting Machine, Mindshare, Chris Palmer, production company Gorgeous, The Mill and Wave donating their time and skills.
To show their support celebrities who support Kids Company will be posting childhood photos on social media with the public asked to do the same. The celebrity support will then be leveraged for PR activity underpinned by the endorsements from public and political figures.