A very serious subject got a thoughtful campaign and earned the respect of our readers, who voted it the US Creative Work of the Week.
Indie agency Republica partnered with non-profit organization Amigos for Kids to create a public service announcement to help raise awareness about the subtle signs of child abuse that, unfortunately, often go unnoticed. The work was inspired by the insight that abused children often hide subconscious clues of their situations in classroom drawings, so Amigos for Kids created a gallery with a dark, hidden twist during Miami Art Week.
The 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, and included an interactive website, BrokenCrayons.us.
The PSA 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, but with audible gasps and shocked faces, were faced with the startling revelation that each child artist had been subjected to some form of abuse.
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