Kids Company, the charity for vulnerable children, have started a campaign that is overtly political in nature, as opposed to their usual fundraising and awareness-driving activity.
The ad features a voice-over by a child who talks about where she lives and plays, accompanied by slum-like images and powerfully makes the point that politicians aren’t doing enough to improve the lives of vulnerable children.
The sense the viewer gets is that there is a never-ending cycle of cruelty and neglect amongst parts of the child population. The film is designed to stimulate a strong sense of injustice and I can imagine it will provoke the desired reaction of getting people signing the petition.
Once people have signed the petition they are encouraged to upload a photo of themselves as a child to Facebook and share the campaign. This is a nice viral hook, playing brilliantly to peoples vanity, and should help spread the message further.
The campaign is running in cinema, online, radio, social media, outdoor and press.