CAMPAIGN AGAINST THE USE OF CHILD SOLDIERS: TOON MOUSE

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Released:	March 2008
Advertiser:	UNICEF
Brand name:	CAMPAIGN AGAINST THE USE OF CHILD SOLDIERS
Agency:	Ogilvy South Africa
Country:	South Africa
Category:	Public health & safety
Tags:	Johannesburg

Credits:

Advertising Agency: OGILVY SOUTH AFRICA, SOUTH AFRICA, Johannesburg
Executive Creative Director: GERRY HUMAN
Creative Director: FRAN LUCKIN
Scriptwriter: Gavin Dexter/Tseliso Rangaka
Agency Producer: Tessa Weakley
Account Supervisor: Candice Shortt
Advertiser's Supervisor: Yvonne Duncan
Director: Tseliso Rangaka
Sound Engineer: Lorens Persson


Script in English
SFX: Cartoon music

MVO: Children of Burundi.
Our beautiful land has been invaded by cockroaches. They breed in our villages and steal the food from our mouths. The time has come to exterminate these vermin. Stand up! Kick the mongrels in the teeth and take back your pride. Your ancestors fought and died for this country. It is your duty to do the same.

ANN: Over 250,000 children have been recruited to fight in conflict areas around the world. Close to 2 million have been killed in the past decade alone. Visit unicef.org and join the Coalition to Stop the Use of Child Soldiers.

Brief Explanation
Unicef reports that there are well over 250,000 children in armed forces around the world and about 2 million have been killed in the past decade alone.

The campaign’s objective was to draw attention to the issue of children being recruited to join armed forces and military groups around the world.

The three ads feature classic cartoon characters mobilising and urging children to take up arms. At the end of each spot a child appeals to the audience to visit the Unicef website where they’ll find more information about how to join the Coalition To Stop The Use Of Child Soldiers.