Save The Children: Only cowards beat their child

Only cowards beat their child

The problem: Every year, approximately 30.5% of children are abused or neglected, but less than 1% of incidents are reported. Ignoring child abuse makes it more acceptable.

Solution: Our specially designed human punching bag will be hung in busy public areas to highlight the problem of child abuse and help correct the widely held misconception that “Children can never be successful if you do not beat them”. This graphic display will not only educate the public on the rights of children but also remind them to be alert to child abuse and report it.

Advertising Agency: Linkus, Beijing, China
Creative Directors: Polar.qiao, Zhanfeng Sui, LiangYu Lu, Zhenquan Gao
Art Director: Polar.qiao, Zhanfeng Sui, Guannan Tao, Zifeng Jin, Dongwei Zhang
Copywriter: Lifang Tian, YangJing, Gentrad
Photographer: Hui Jing
Published: July 2011