Break The Cycle: A Creative Campaign Aimed At Stopping Violence Against Children
Y&R, A Mexico-based advertising agency, recently created this striking series of photos depicting the cycle of violence that is so prevalent in homes across the world. In an effort to raise awareness of the fact that children who suffer emotional or physical abuse at the hands of their family members will be more prone to act in the same way in the future, the campaign shows frightened children being attacked or abused, eventually growing older and angrier, only to repeat the process on what is presumably their own child in the future.
According to the ad, 70% of children who suffer abuse by their parents will end up abusing their own children in a similar manner in the future. A somewhat sobering statistic, indeed.
I absolutely love the emotion and mood conveyed by the use of light and shadow in these photos, not to mention the very creatively executed concept. Apparently the judges at the Cannes Festival agreed, as it was awarded a Golden Lion award at the event.