World Vision Canada, in partnership with Real Interactive and KBS+, has launched the “No Child For Sale” campaign to raise awareness of the 115 million girls and boys being sold, forced or trafficked into child labour globally.
The organization also wants to inspire people to donate funds, sponsor a child through World Vision or simply make their voices heard through social media, said Robin Whalen, managing director of Real Interactive.
“The message really is, ‘we can’t solve a problem that nobody knows exists,'” said Whalen. “We have to hit Canadians with a message different from what they’re heard before. It’s meant to be bold and stir people.”
“No Child For Sale” – which launched Monday and will run for eight weeks – juxtaposes the buying and selling of children with North American consumerism. It includes two national TV spots with English and French versions of both.
One spot, titled “Kewesi,” is a mock shopping channel auction of a young boy. The hosts inform viewers that, “for 65 dollars, you will own a nine-year-old that can work for up to 18 hours a day.”
Whalen said Real Interactive and KBS+ took a no-holds-barred approach to World Vision’s RFP, which she believes gave them the edge in winning the assignment.
Real Interactive also created an animated video that tells “the entire story” of child labour, Whalen said. The video, called “The 3D’s Of Child Labour” can be viewed at NoChildForSale.ca and also on World Vision’s YouTube channel.
Other elements of the campaign include print, digital and out-of-home advertising, experiential marketing and promotion on social media.
So far, the campaign has garnered some celerity interest with Sarah McLachlan and Colin Mochrie both tweeting their support. Jonathan and Drew Scott, stars of the W Network show Property Brothers, both traveled into the field with World Vision and will be promoting “No Child For Sale” on their program in the coming weeks.
