DDB SYDNEY LAUNCHES 'CHILDREN SEE, CHILDREN DO' CAMPAIGN FOR NAPCAN
DDB Sydney has launched a new social change campaign for client NAPCAN (National Association for the Prevention of Child Abuse and Neglect), headed by a confronting TVC entitled ‘children see, children do’.
The campaign coincides with National Child Protection Week and highlights how thoughtless, aggressive, self-centred and violent behaviour by adults is copied and continued by children.
The 90-second spot will run across free-to-air and pay-TV as well as cinemas. It emphasizes the need for adults to set a good example and break the cycle by making their influence on the next generation a positive one.
Says National creative director for DDB Australia, Matt Eastwood: “The campaign is incredibly powerful and, importantly, feels like it can make a real difference to the significant social problems it addresses. It’s most certainly a campaign we can be proud of.”
Adam Blakester, executive officer for NAPCAN Foundation, added: “NAPCAN works to create communities that are free of harm to children, or child friendly communities. This new social change campaign created by DDB presents a powerful and evocative message, challenging adults to break the cycle of harm to children by being positive role models in everything they do. With child abuse and neglect being Australia's most serious social problem and reaching critical proportions, this campaign comes at a pivotal time for the wellbeing and sustainability of Australian society.”
Creative Director: Matt Eastwood
Creative team: Charlie Cook and Simon Johnson
Agency Producer: Sean Ascroft
Director: Sean Meehan
Production Company: Soma Films