Marco Pavan
Assistant Photographer at Fabrica
Catena di Villorba , Italy
TitleUSA Weapons
Agency
Campaign UNTOUCHABLES
Advertiser UNHATE Foundation
Brand UNHATE Foundation
Date of First Broadcast/Publication
Business Sector Human Rights
Tagline The right to childhood should be UNTOUCHABLE.
Story The campaign’s idea was shaped around one statement: The right to childhood should be UNTOUCHABLE. For protecting the rights to childhood from many threats, users need to be actively engaged in distributing the message, as if they have personal responsibility.
Philosophy The campaign was developed in 7 pictures, recreating the image of the cross and juxtaposing both the victim and the abuser. The cross is replaced by an adult embodying the threat (a priest, a soldier, a nuclear engineer etc.), whereas the victim is the child crucified on his back. Their voices are silent and weak, and their rights are left adrift.
The controversial choice of the cross was intended to raise awareness and to provoke a large debate. The Untouchables wants the audience to feel outraged, getting a reaction and provoking the viewers to defend the children’s rights. The users empathised with the message and spontaneously spread them around. The message - non-branded, independent, provocative – was trusted by them and shared through their personal social networks.
Problem Fabrica was requested by the UNHATE Foundation to produce an effective campaign addressing a number of issues plaguing children around the world: paedophilia inside religious walls, sexual tourism, the civil war in Syria, liberal circulation of firearms, human organ trafficking, obesity, nuclear pollution. 
Result The campaign, conceived and developed by Erik Ravelo, Fabrica’s Creative Director, was posted on July 2013 from his personal social media profiles including Facebook, Instagram and Tumblr and then from the agency’s website and networks.
The Untouchables immediately gained a huge response with over 18,000 views in the first few days. The following September, Facebook banned the campaign for being “offensive”, also blocking the author’s page for four months.
As Facebook removed its ban, The Untouchables had gone viral, with over several million sharing (estimate), 3 exhibitions, hundreds of editorials, and a huge global conversation about children’s rights.
Media Type Print
Creative Director
Photographer
Photographer
Assistant Photographer
Graphic Designer
Copywriter

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