Fairy Tale Veers Off Course in JWT’s Child Trafficking PSA

'Dragons aren't the only monsters'

Headshot of Tim Nudd

Here's another one for the freaky files—JWT New York's new PSA for ECPAT-USA (End Child Prostitution and Trafficking). The tagline is, "Dragons aren't the only monsters." In a statement, JWT ecd Andrew Clarke says: "Child trafficking is on our own doorstep and it shocks people to think that it is. Portraying a girl within an environment that we all recognize, both as children and parents, helped add to that realization. A camera isn't meant to be under a child's bed. It's a no-go zone, but it helped add to the uneasiness of the whole spot and amplify this important issue. ECPAT isn't afraid to take the shock tactic approach because sometimes it's the only way to get people to notice."

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: September 15, 2011 https://dev.adweek.com/creativity/fairy-tale-veers-course-jwts-child-trafficking-psa-134881/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT