ISPCC - I Can't Wait Until I Grow Up

This ad for the Irish Society for the Prevention of Cruelty to Children by Ogilvy Dublin has been getting a lot of international attention. Particularly after Ireland's Advertising Standard Authority banned it because of the gendered portrayal of abuse.

Message: The ads message in beautiful and clear. The child's speech focuses on the things that abused children lack and dream of, but often don't have the ability to articulate. The ad concludes with a a voice asking people to "join the fight for children's rights" and a plea for donations as well as a number and website that offers more information.

Execution: This ad focuses on a child who is talking about how he will change things when he is older while different scenes of domestic abuse occur. The violence is realistic enough to make the scenes feel very real and the lack of music and the simple filming add to the realism.

Strategy: To get people involved in the cause of stopping child abuse by educating them about the problem.

Success: This ad is incredibly successful in achieving its goals. The realism of the ad successfully galvanizes the public into feeling like they aught to be taking action, while the eloquent speech helps people to understand the way children whom are being abused feel. It manages to create an emotional reaction while educating people. Most importantly it finishes the ad by telling people how they can help. The explicit call to action of joining the cause and donating gives the audience a means in which they can start to make a change. It is interesting in contrast to the Sex Trafficking ad that I last reviewed, since they had similar emotional draws. However, this ad successfully gives people a means to do something.

Found on AdWeek