Advertisers Without Borders Digital THE CHILDREN NOTWORK by Coupe Buenos Aires, IURL, Argentina

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile
Market Argentina
Agency Coupe Buenos Aires
Copywriter Nã­a Martinez
Photographer Latinstock - Julieta Korenman
Agency IURL, Argentina
Released February 2013

Credits & Description

Advertisers without Borders , the network committed to the promotion of global social causes, has just launched the campaign THE CHILDREN NOTWORK to raise social awareness about child labor.As child labor is a worldwide reality, the media chosen to reflect this situation was LinkedIn, one of the largest professional networks on the Internet. This idea, created by Coupé Buenos Aires agency and IURL digital agency, was born when it was detected that LinkedIn does not have a user age limit for creating a profile or generating the job search. Namely, any child can register as a candidate/independent worker without being stopped. The campaign is not intended to damage LinkedIn Ìs image. This site was simply chosen for being one of the world's most important professional networks.

Several made-up profiles were open in order to activate this campaign. More than 50 children and 10 companies working with minors in different places of the world were placed on the site. Immediately, all children were connected to hundreds of thousand users through a professional request sent from the site. The people contacted received the request that, symbolically speaking, invited them to accept the reality of child labor or to continue ignoring it.

The objective of this campaign is to raise worldwide awareness about this reality. We need to start noticing that child labor affects millions of children around the world who do not have access to basic childhood rights. In the same way, it is expected that LinkedIn change its application form making it suitable only for adults. It is expected that this change will apply to social reality as well, aiming to stop child labor going unnoticed.

Category: Public interest
Client: Advertisers Without Borders
Agency: Coupe Buenos Aires - iURL
Production: and
Country: Argentina
Campaign file: Download campaign file
Photographer: Latinstock - Julieta Korenman
Agency: Coupe Buenos Aires
Ceo: Pablo Gil
General Creative Director: Coco Olivera
Head of Art: Nicolás Foresi
Copywriter: Nía Martinez
Digital Production: iURL
General Account Manager: Alex Smith
Project Manager: Luciano Sbarbati / Libia Puente
General Art Direction: Veronica Smith
Art Direction & Design: Silvina Molnar
Photo Selection: Ariel Horton
Creative Assistant: Agustin Pelliza / David González
Web Developer: Matias Alvarez Arcaya / Mariana Hernandorena / Germán Lugo Smith Photography: Latinstock - Julieta Korenman
Client Responsible: Guillermo Caro
Press: Lucía Cozzitorto - Silvio Acevedo
Translation: Vanesa González