Ad of the Day | Hard-hitting campaign for the ICRC highlights the agony parents feel when children go missing

Dec. 11, 2017

adam&eveDDB has launched a hard-hitting campaign to highlight the work of the Internal Committee of the Red Cross (ICRC) in locating and reuniting families separated by conflict, violence and disaster.

The film, which breaks online today, uses CCTV footage of parents and grandparents desperately searching for children that they’ve lost and asks the audience to imagine that feeling lasting for years as opposed to just a few minutes. The film finishes by showing real moments of families torn apart for years being reunited thanks to the work of the ICRC.

Matt Clancy, Humanitarian Policy Spokesperson, International Committee of the Red Cross, said:

“Aid is much more than providing food or shelter. After a humanitarian crisis people tell us that their top priority is to know their family is safe. For over 100 years, we’ve been reconnecting families with letters, phone calls and reunions. Sadly, as conflicts become longer we’re seeing an increase in people looking for their family each year. It’s been a great journey working with the team from adam&eveDDB to help us bring this issue to a new audience.”

 

Mike Sutherland and Ant Nelson, Deputy Executive Creative Directors, at adam&eveDDB, added:

“When parents lose sight of their children, even for a few minutes, it is distressing and really frightening.  Panic quickly takes over and your imagination runs riot. This film shows the invaluable role the ICRC plays in reuniting families who have been separated, sometimes for several years.”