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ANDY Awards

Creative Award
New York, United States
Amnesty International - "Soccer" by ANDY Awards 2008

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TitleSoccer
Agency
Campaign Child Soldiers Campaign - Amnesty International
Advertiser Amnesty International
Brand Amnesty International
Date of First Broadcast/Publication 2007 / 2
Business Sector Human Rights
Tagline 300 000 child soldiers dream of simply being children
Tagline (original language) 300 enfants soldats rêvent juste d'être des enfants
Media Type Print
AI Description This poignant print ad by Amnesty International depicts a stark black and white scene of children playing soccer in a war-torn environment. The central focus is on two children seemingly in the middle of a game, but the ball is replaced by a human skull, and one child is wearing a soldier’s uniform. The background shows ruins and barren land, emphasizing the harsh reality these children face. This visual contrast highlights their lost childhood and innocence, powerfully evoking the grim reality of child soldiers and the longing for a normal childhood lost to conflict. The tagline reminds viewers of the universal dreams of these children amid adversity.
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