100 words pain-ting campaign by Save the Children

100 words pain-ting by Save the Children

Within the organisation’s 100th anniversary scope, Save the Children Korea launched this campaign to attract public interest in children’s rights. First, 100 hurtful words were determined by child psychologists. Then, 297 children, ranging from ages 3 to 16, were selected and asked to choose what is most painful to them and express this emotion through a painting. The 100 “pain_tings” were then exhibited online and offline, powerfully capturing the damaging effects of hurtful words. People shared “I WILL NOT” signatures through their respective social networking service. The campaign went viral and became a nationwide phenomenon.

Credits
Advertising Agency: OVERMAN, Seoul, South Korea
Creative Directors: Seung-eun Jang, Rosa Choi
Account Executives: Yu-mi Sul, Seung-woon Kang
Art Director: Rosa Choi
Copywriter: Seung-eun Jang, Su-yeon Sun

This campaign is baout:
verbal abuse, 100 words pain-ting