"Bones"

This print ad was produced by TBWA/Paris for Amnesty International. The tag line in the lower left corner reads: '300,000 Child Soldiers Dream of Simply Being Children.' I get chills everytime I read that. The children in the photo are playing a game with the remains, or bones, left behind by other child soldiers. Children should never have to put their lives on the line and assume the role of a soldier. They are children! Let them be children! This ad does a beautiful job of capturing concept with minimal text. The message is clear without the text, actually, but it definately adds that extra chill-factor. This is a perfect example of how to manifest such a horrible, angering fact of reality into a socially accepting yet alarming way. It calls attention to the matter and impacts reader's before they have a chance to turn the page. Once again, TBWA is noted for their impressive work!