Child Health Foundation: The Scream

In Germany 180.000 children are abused every year. Please contact your local youth welfare office if you have the slightest suspicion.

Advertising Agency: Serviceplan, Munich, Germany
Creative Director: Daniela Bardini
Graphic Design: Jacqueline Tenschert
Copywriters: Christine Deinhart, Ralph Müller
Photographer: Camillo Büchelmeier
Make Up: Tommy Opatz
Lithography Agency: delta E GmbH
Published: December 2008

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15 comments

SoCH_TO's picture
SoCH_TO
953 pencils

Horrorble!! but Truth!!

Live with Passion

alexander_bickov's picture
alexander_bickov
3279 pencils

Truly idea. Effective message

everartz's picture
everartz
7611 pencils

i like it although it could have been done better

| Everartz |

kergu's picture
kergu
6785 pencils

buena idea pero hubiera sido mejor para anunciar algun evento artistico en pro de la causa.

bubblestheclownfish's picture
bubblestheclownfish
618 pencils

I like it - my only problem with it is I've seen Munch's Scream used in a lot of advertising, so it spoils it a bit for me - other than that - nice.

CGilb09's picture
CGilb09
572 pencils

Copy could have been much more striking to match the visual.

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NatalieM's picture
NatalieM
1687 pencils

Agreed, but it is still effective.

jorj's picture
jorj
638 pencils

Raw and powerful concept.

Guest's picture
Guest

Darn... I almost shit my pants. however, this idea only appeals to the smart who know munch. wife-beating, child-abusing morons won't get it...

Guest's picture
Guest

I agree, too high brow.

dsklan's picture
dsklan
1927 pencils

hit!

Guest's picture
Guest

Actualy, the copy is very effective. It's a warning you would find on a pack of cigarettes.

Guest's picture
Guest

This is beautiful, even though it is portraying a horrible situation that children throughout the world go through. Yes, Scream is a cliche to use here, but it obviously works. It shows the agony that these victims go through.

Guest's picture
Guest

This picture is beautifully put together, and in all actuality very beautiful itself, even though it is portraying the horrible situation that children throughout the world are put through.

timeis's picture
timeis
2 pencils

It's not aimed at the abusers, it's aimed at people who SUSPECT child abuse. And assuming that only uneducated people ( you don't have to be 'smart' to know Munch, just educated) are 'wife-beating, child-abusing' morons is completely incorrect! You don't abuse someone because you're stupid or undereducated... You abuse someone because you have deep-seated psychological issues and were probably abused yourself. Writing off abusive people by pretending they're all just idiots and we're all better than them isn't helpful; abusers need a ton of help, too.

There probably IS a correlation between a lack of education and abuse, but it's probably a spurious correlation- by that I mean that although you often see the two together, they aren't related.
People who are emotionally unhealthy tend to have less education (because they can't focus on school, end up dropping out, etc.).
People who are emotionally unhealthy ALSO tend to be more abusive than normal, healthy people.
So a lot of abusive people probably ARE undereducated, but that's not because one is an EFFECT of the other- rather, they both tend to occur under the same condition (being emotionally unhealthy), so you get a lot of cross-over. But there are still a lot of educated, intelligent people who are abusive. Whether or not you are abusive has NOTHING to do with your intelligence.

Anyway, the image of Edvard Munch's 'The Scream' is recognizable to most people, even if they don't know the title and artist. Although, for people who DO know the history behind it, it's not really about this at all, it's just about an experience he had where he 'felt a scream pass through nature' (I always figured it was a panic attack, personally). So it's almost LESS affective if you know the story behind it. However, that's really only if you over-think it. I still think it's a beautiful ad.

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