Tattooed boy preaches ‘love over hate’ for Wayside Chapel
UrsaClemenger has created a campaign for The Wayside Chapel in which a boy is tattooed with messages that point to a dark future for people who are abused as children and seek the charity’s help.
Wayside’s CEO, Reverend Graham Long said: “We used a child in this ad because for every person who falls by the wayside, there is a story of vulnerability and struggle. The image of an abused child is difficult to watch but it is a deep insight into the social forces that produce alienation, mental illness and social dysfunction.”
The campaign broke yesterday on free to air and pay TV, and can also be viewed on thewaysidechapel.com.
A version of the film features the Kings of Leon track, “Use Somebody”. A #loveoverhate Twitter drive from @WaysideKingsX is supporting the campaign.
Credits:
- Agency: UrsaClemenger
- Executive Creative Director: Denis Mamo
- Art Director: Helen Shortis
- Copywriter: Geoff Fischer
- Agency Producer: Chris Ford
- Director: Richard Gibson
- Production Company: Luscious International
- Producers: Andrew Morris, Lucas Jenner
- Post production: Heckler / Frame Set and Match
- Sound: Uncanny Valley / Plasma / Nylon
- Music: Kings Of Leon / Uncanny Valley / Plasma
- Strategy: Richard Wylie
- Account Director: Kim Bolton
- Digital: Suede
- PR/Social Media: Mango
- Media: Carat
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UrsaClemenger
So Glad that the Wayside has been given an opp to get the word out. Graham Long does a cracking job at Wayside. Well played to all involved.
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Hmmm, but someone should really get on to @EatDaPoodie on twitter. May be slightly diluting the message….
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Who is this aimed at? Victims, abusers or a call for benefactors?
I think it stigmatises victims of abuse by reinforcing the image that a bad childhood is
a) visible to all others
b) permanently scars you whether you like it or not (of course, it can, but does it always?).
Typical church behaviour “You feel like crap, you’re vulnerable and alone, but we can be the salvation”, so not that revolutionary in that respect.
It’s a fine line, of course child abuse awareness ads are always going to be pretty damn depressing, and I suppose this is better than most. I’m aware that Wayside do a great job in the community in which they serve, so good luck to ’em, and the ad is certainly memorable, striking and gets a message across.
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The message it seems is trying to be portrayed here is…The church is the answer and salvation for all meek and abused, for all easily prayed upon, for those to small to cry out for help. Last I checked, it were in the priests hands that these young lads received most scarring.
The tattoo symbolizes what here? An attempt at yoof culture assossioation or yet again, a total misrepresentation of the art?
I doubt they know!
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