Cannes Lions

YOUTH MENTORING

OGILVY NEW ZEALAND, Auckland / BROTHERS IN ARMS / 2013

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Brothers In Arms is a youth mentoring organisation in Auckland City that pairs mentors with at-risk youth – children regularly exposed to drugs, alcohol and gang culture. Many of these youths come from single parent and low socio-economic backgrounds.

To demonstrate the need for positive role-modeling in their lives, we got these children to talk to us in methodical detail about dangerous criminal activities they'd been taught by people around them – things no one, especially a child, should ever have learned how to do.

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