This national campaign for child welfare aims to change the future of at-risk kids. “Impossible Choices” uses visual metaphors to convey the decisions children in neglectful or abusive environments are forced to make.
Credits
Creative Director: Alison Garnett RGD
Art Director: Joyce Dang
Designer: Jordan Jackson Prov. RGD
Writer: Brad Myers
This national campaign for child welfare aims to change the future of at-risk kids. “Impossible Choices” uses visual metaphors to convey the decisions children in neglectful or abusive environments are forced to make. The campaign includes a mix of digital, social, radio, online pledge and strategic out-of-home placements focused on high traffic routes in the Greater Toronto Area, as well as in areas with high household incomes and an interest in child-related social causes. The campaign expanded awareness and interest in supporting Stand Up for Kids.
Judge's Pick
The juxtaposition of the positive colour scheme and the withdrawn gaze of the children creates an odd dissonance for the viewer to contemplate. The catch-22 choices presented in the copywriting force the viewer to pause and empathize. The call-to-action is clear and easily retained by the viewer for further reflection and subsequent action.
