7 SECONDS by Owenkessel for Child Abuse Action Group

7 SECONDS

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency Owenkessel
Executive Creative Director Felix Kessel
Creative Director Martin Sing, Michael Cook
Art Director Stephanie Larsen
Photographer Darryn Van Der Sandt
Released January 2012

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.