March 2009
Leo Burnett Solutions, Sri Lanka, has launched a campaign for UNICEF, to call for an end to child soldier recruitment.
The campaign, ‘Bring Back the Child,’ targets armed groups, vulnerable communities, and the children affected. It will go hand in hand with the provision of reintegration and rehabilitation services for children who are released.
To deliver a compelling message, the agency uses stories from real child soldiers to tell their aspirations for bigger dreams and ambitions other than soldiering. Portraying the negativity in child soldiering are stories from two of such soldiers. For the positive part of the messaging, stories from two other child soldiers tell what the future holds for those who successfully leave soldiering.
“Child soldiers in Sri Lanka live in a world of violence and suffering. Their lives are at great risk,” said Ranil de Silva, Managing Director, Leo Burnett Solutions, Sri Lanka.
“Many are killed, and those who survive witness traumatic events. Even those who manage to avoid combat lose precious years that cannot be replaced. These children live in a constant state of fear. However, following their release they can and do adapt, if they are given a second chance at childhood.”
This campaign involves television, radio and print channels, as well as numerous billboards in northeastern Sri Lanka where mainstream media may not reach.
A song was also developed for the campaign, to highlight the plight of child soldiers. This song is sung by children and most importantly, includes the voices of actual former child soldiers. The song will be aired on radio and TV.
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