Unequal Childhood Paper-Cutting

Agency Network: 
October 2010

Christina Noble Children’s Foundation (CNCF) as a charity organisation is determined to make HK public aware of this inequality, and seek their support in helping street children. To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment.

Direct advertisment created by Leo Burnett, Hong Kong for The Christina Noble Children's Foundation, within the category: Public Interest, NGO.

Advertising Agency: Leo Burnett, Hong Kong
Creative Directors: Miranda Shing, Connie Lo
Art Director: Katie Ng
Illustrator: Chen Jie Rong

Comments (4)

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AssassinX's picture
Activity Score 1329

Traditional Chinese paper cut.

Love it. People may keep them for quite a long time.

redaroguitijani's picture
Activity Score 60

love it, except red ink printing. has it anything to do with the chinese flag?

iloveseneca's picture
Activity Score 18

Nope, nothing to do with chinese flag. The red paper is the traditional color used in paper cutting. :)
Love the use of words which can be read either way but complete opposite meaning.

CuriousPencil's picture
Activity Score 4225

Lovely. Some good thinking behind this one.