Cannes Lions

CHILD LABOUR SUPPORT

RAPP UK, London / UNICEF / 2010

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A child's life in sixty seconds. From an unspeakable existence picking waste on a rubbish dump, to a window of hope in the form of an education.This ad follows Aklima at a crucial point in her childhood. In the morning, this 14 year-old-girl scavenges for waste among the dogs and vultures on the toxic dump.The chaos of the city of Dhaka around her, Aklima slaves away unhappily. She is not alone. Other children also try their best to make a living in the hellish environment.

Aklima has rights - such as a right to a childhood, and the right to an education. UNICEF is protecting these rights by providing her with an education when she has finished working. (she must work to help her family).The ad asks for a regular donation to put it right for more children like Aklima.

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