Scènes de violence domestique insoutenables. On ne voit rien sauf personnages évoquant l'enfance qui se cachent les yeux avec les mains. Nounours sur papier peint chambre d'enfant. Souris sur un mug. Poupée. Stars de magazine d'adolescente. On ne voit rien mais on entend tout: enfant maltraité, mère battue, enfant dans le placard, inceste. Anti violence enfants Sponsor: Microsoft.
Philosophy
A strong emotive idea was developed by Saatchi & Saatchi, the idea showed popular children's icons and celebrities covering their eyes as the viewer hears harrowing noises which imply abuse. The ad represents a Nation which cannot face the shocking reality of cruelty to children. The idea was felt to be ground breaking because it was the first charity advertising idea ever produced which was carefully created to be hard hitting whilst avoiding showing explicit abuse ie: the power in the idea came from the viewers imagination rather than explicit abuse scenes.