You Are My Son
Award: Yellow Pencil
Yellow Pencil / Direct / Direct Integrated Campaigns / 2014
Based on ex guerrillas testimonies we noticed that the main motivation for them to demobilize is the long time without seeing their mothers. Thanks to this discovery, we looked for guerrilla´s mothers for about 6 months in order to convince them to be part of the campaign and personally motivate the demobilization of their sons. These mother provided pictures of their children to be used as posters and invite them to come back home. Pictures where only they can recognize themselves. These photos became in posters, and were taken to the areas where the fighting is still going on. Slave: 13589 Direct response/Press and poster Based on ex guerrillas testimonies we noticed that the main motivation for them to demobilize is the long time without seeing their mothers. Thanks to this discovery, we looked for guerrilla´s mothers for about 6 months in order to convince them to be part of the campaign and personally motivate the demobilization of their sons. These mother provided pictures of their children to be used as posters and invite them to come back home. Pictures where only they can recognize themselves. These photos became in posters, and were taken to the areas where the fighting is still going on.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.