To bring awareness to child labour, World Vision asked us to create a campaign that would speak to the hearts of Canadians.
We (myself and Alyssa Geffen - copywriter) conceptualized this visual story, comparing the lives of our children to those less fortunate. While working on this narrative, we came to another unpleasant realization. Many of the luxuries we enjoy can perpetuate the problem. These aren't disparate realities, but one and the same that we share, adding an additional compelling layer to this concept.
We naturally fell into the campaign line, after all, you can't spell "childhood" without "child", and yet some children never get to experience it.