Advertisers Without Borders: The Children Notwork
In order to reflect the worldwide reality of child labor, we detected that Linkedin does not have a user age limitation at creating the profile and generating the job search. Namely, a child can register as a worker without being warned or stopped. So as to activate this campaign, several made-up profiles were open including more than 50 children and 10 companies working with minors in different places of the world. Thus, the children were connected to hundreds of thousand users through a professional request sent from the site. The people contacted received the request that, symbolically speaking, invited them to accept the reality of child labor or to continue ignoring it.
The objective of this campaign is to raise awareness about this reality, succeeding in start noticing that child labor affects millions of children around the world that do not have access to the basic childhood rights. In the same way, it is expected that LinkedIn changes its application form getting this labor network suitable only for adults. It is expected to apply this change to social reality as well, consequently getting that child labor stops going unnoticed.
Advertising Agency: Coupe Buenos Aires / IURL, Argentina
Creative Director: Coco Olivera
Art Director: Nicolas Foresi
Copywriter: Nia Martinez
Illustrator / Photographer: Latinstock
Additional credits: IURL Team
Published: January 2013