The Ad of the week: "Children See, Children do" (NAPCAN - Australia)

October 28, 2011
Salt Lake City, Utah

Public service announcement (PSA)
PSA Ads ussually are pro-bono... it's a way to "give back" to society... Most of the time... in my humble opinion, most PSA ads are the best of all, and the ones that stick with you forever.

NAPCAN, Australia’s National Association for the Prevention of Child Abuse and Neglect, launched a thought-provoking television/cinema campaign late 2006 called “Children See, Children Do”. 

The 90 second spot features children following adults, mimicking their habits:

Credits: NAPCAN | Agency: DDB Sydney  |  Production: Soma Films  |  Australia  |  September, 2006

NAPCAN worked with DDB to raise awareness of all adult Australians that responsibility for children’s well-being goes beyond parents and child care professionals.

A girl copying a woman’s smoking habits on an escalator. A boy follows as a grown man carelessly knocks a struggling mother’s bag off her shoulder. We see examples of litter, drunken behaviour, road rage, racism and cruelty to animals. 

A woman yells at her baby, accompanied by her older daughter. And the one that really impacted me, a man is joined by his son as he verbally and physically abuses his wife.

 “Children See. Children Do”. 

Interesting trivia about this Ad
  • Children’s Guardian were involved in filming to ensure that children were not exposed to harm in any way.
  •  The domestic violence had adults and children filmed separately then placed together in post production. 
  • The girl with the cigarette had her cigarette and smoke added to her shot in post production. 
  • The Children See Children Do campaign was developed pro bono at DDB - Sydney, by creative director Matt Eastwood.
  • Music was composed for the ad by Hylton Mowday at JAM. Hylton Mowday won the APRA AGSC award for best music for a TV commercial in 2007.

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