Sire: "Cerys" Print Ad by 180 Amsterdam

Category: Public Awareness Messages
Advertiser: SIRE
Product/Service: AWARENESS FOR CHILDREN IN DIVORCE
Agency: 180 AMSTERDAM
Type Of Ad: Newspaper and Magazine
Date of First Appearance: Apr 28 2011
Entrant Company: 180 AMSTERDAM, THE NETHERLANDS
Executive Creative Director: Andy Fackrell
Copywriter: Marianne Righagen/Jessica Hartley
Art Director: Andy Fackrell
Photographer: Laura Pannack
Illustrator: Yomar Augosta/Jan Willem Dijkstra
Typographer: Yomar Augosta/Jan Willem Dijkstra
Art Buyer: Maren Hermans
Account Supervisor: Jessica Hartley
Advertiser's Supervisor: Pim Sierlings/Diederick Koopal/Ed Stibbe/Ton Winkelman/Andre Roof
Planner: Simon Neate
Other Credits: Retouch: Jan Willem Dijkstra Graphic Designer: Markus Sabatlik

English Translation of Main Headlines
DESCRIPTION CAMPAIGN:

Everyone knows separation and divorce are difficult for everyone involved, however in the heat of the moment parents sometimes say things that can have serious long term effects on children.

We made this campaign to create a new awareness about divorce, and just how harmful the effects of a ‘bad’ divorce can be for children. Also how these effects can last for the child’s entire life, shaping their behaviour and experiences in years to come.

The campaign is called “Marked for Life” and it shows how the words you say in divorce can leave a mark forever. The TV, print and website portrays young children marked by tattoos that repeat the words they overheard during their parents’ conflicts.