Child Abuse Action Group: 7 SECONDS

Credits & Description:

Category: Stunts & Live Advertising

Advertiser: THE CHILD ABUSE ACTION GROUP

Product/Service: PUBLIC SERVICE ANNOUNCEMENT

Agency: OWENKESSEL COMMUNICATIONS

Executive Creative Director: Felix Kessel

Creative Director: Martin Sing/Michael Cook

Copywriter: Stephanie Larsen

Art Director: Stephanie Larsen

Photographer: Darryn Van Der Sandt



Ambient Execution Description

The Brief: Every 6 hours a child goes missing in South Africa. The Child Abuse Action Group wanted to make parents aware of this harsh reality.



Our Solution: We decided to show people how quickly and easily their own child can go missing. So we “kidnapped” children in crowded shopping malls, by placing stickers on them without their parents even noticing. When they did, they were left with a clear message: “It only takes 7 seconds to snatch a child. How long has it taken you to notice this?”



Our idea clearly demonstrated how quickly a child can be kidnapped.