Right to Play begins We Rise campaign
Not-for-profit organization Right to Play has begun a campaign called "We Rise" intended to raise awareness of the issues of child trafficking, child labour, child marriage and child soldiers. Developed by BBDO Toronto, the campaign includes a 90-second commercial that depicts children being forced into inhumane situations by adults. This is accompanied by a 60-second commercial focusing on the issue of child soldiers and a third execution highlighting the issue of sweatshop labour. The ads end with the copy, "Every child should have the right to rise."
"While this organization is not on the front lines providing food and medicine to keep people alive, their sole purpose is to empower these children, ultimately giving them a reason to live," said Denise Rossetto, chief creative officer at BBDO.