Cannes Lions
LEO BURNETT MÉXICO, Mexico City / REINSERTA / 2019
Overview
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Background
In Mexico, there are 542 children that, despite their innocence, live in the same confinement as their mothers: inside Mexican prisons. The living conditions are terrible, mainly because state laws won’t recognize their existence and therefore, their needs.
These children share the criminal sentence with their mothers, living as if they had comitted theft, kidnapping or murder. They do it in precarious, limited conditions of abandonment by the penitentiary system.
Reinserta is a foundation that thanks to the donations of various institutions and general public, fights for a decent childhood for hundreds of children, who, without having committed any crime, now live in Mexican prisons.
Execution
In these radios, real and atrocious testimonies of mothers jailed in prisons in Mexico City are narrated by the voices of children: everything, to demonstrate an undeserved reality:
hundreds of Mexican kids living in jail as if they had committed the same crime as their parents.
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