Industry Craft > Copywriting
STEVE, PARIS / WORLD VISION FRANCE / 2024
Awards:
Overview
Credits
Why is this work relevant for Industry Craft?
The whole piece of work is based on copy.
“Unshowable” is a photography book without any photos.
Only the captions, next to empty frames,
tell the stories of children from different areas of the world.
They tell the reader what can't be shown in France,
for decency reasons or legal ones.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
World Vision is an international NGO created in 1947 in order to help vulnerable children all over the world. It is quite famous in some countries, such as Australia or the USA, but it is not well known in France.
When it comes to advertising, the French branch of World Vision has low means. That is why in 2023, they wanted to run again the same low budget campaign as in 2022. But how do you run an ad campaign when you don’t have money for that?
You need to convince the media companies. And unfortunately, in France, World Vision was not the only NGO begging for free space. The charity market has begun highly competitive.
That is why the “Unshowable” book was conceived: as an awareness building tool. That is also why it used the same concept as the ad campaign: children see what we can’t be shown. It was sent to 44 media companies in order to help World Vision France to get more free space.
Background:
All over the world, today, millions of children are constantly surrounded by violence, death and suffering. These tragedies have been further exacerbated these last years, with the acceleration of global warming (which in Africa has led to an unprecedented drought, causing a dramatic decrease in water and food resources), as well as the intensity of devastating conflicts for civilian populations.
World Vision France wanted to sound the alarm on these crucial issues. Atrocities such as the rape of a child bride or the genital mutilation of a young girl. They also wanted to call for donations.
To reach that main goal, they needed free ad space. Because they could not afford it. So the primary goal was to convince the media companies to be generous with World Vision. We had to touch their hearts. In a context of weaker market and high inflation.
Translation. Provide a full English translation of any text.
UNSHOWABLE
A photo book without any photos.
What a strange concept.
There is some kind of paradox there,
some absurdity.
The reason for that is sadly simple:
to look at these pictures
can be a traumatizing experience.
Even if it is essential for photojournalists
to witness this world’s atrocities
in their own way,
not showing everything
is common decency.
In order to protect you,
we have cloaked every scene,
page after page.
These pictures are unshowable,
real nightmare visions.
And yet, children are witnessing them
every day, on all 5 continents.
They are the reason why
we have been committed
to alter their destiny since 1947.
Thanks to your help,
we have already changed
the lives of millions of them.
Thanks to your help,
we have been able to change
the way they see the world.
Corpse of a child in a cobalt mine
Africa, May 2019
A miry fog has drowned the gallery.
When the corridor structure gave away,
an ocean of red dirt was released.
The only proof for human presence
before everything collapsed
is a small hand,
apparently spared by the mud.
It has surfaced
like the arm of a drowning man
about to sink.
A child worked hard here,
enslaved by a greedy industry
hungry for rare metals.
The hand could ask us
in sign language:
“Wasn’t my life worth more
than a smartphone battery?”
But it won’t say a thing; in
a further collapse,
the dirt swallowed it up.
If you go down there,
it is more likely you will find death
rather than fortune.
And there is no need
for gravediggers
as the mine provides
the graves.
Wedding night of an 11-year-old child
Asia, March 2023
A picture conveys no sound.
Impossible, then, to hear the decibels
from the wedding dinner
which continues without the newlyweds.
An ironic term to say the least,
given that one of them is underaged
and the other one is her father’s age.
We cannot hear the bed squeaking
under the husband’s squeeze either.
Looking at the child’s appearance,
we can see she’s long past rebellion.
Nothing stands in the way
of the man’s desires now:
he fulfills them, like an animal.
The child doesn’t scream.
And yet, even if a picture
conveys no sound,
our eardrums are punctured
by those big eyes
that are crying out.
Rubble from a school hit by a missile
Northern Europe, February 2022
The building was ripped open.
It’s like a gigantic jaw took a bite out of the flank.
Creating a hollowness that now reveals
what was concealed behind the walls:
downstairs, we can see rows of child-sized toilets;
upstairs, there are desks and a blackboard
with some text, forever incomplete.
The dust has powdered the furniture
and turned faces into white masks.
Here, a woman’s trunk seems
to be looking for its torn-off legs.
There, two survivors are staggering around
like they’ve been through
several rounds of a boxing match.
Their eyes are filled
with fear and shock.
And the feeling that,
in this world,
nothing is sacred
anymore.
Baby who died from dehydration
Africa, August 2022
In an empty room
where everything stands still,
the mother’s stooped figure
stands out against the light.
Her child in her arms,
she continues to rock him
while moaning inaudibly.
As if holding him tight
could make him stay,
could keep him away
from death’s embrace.
But the baby remains livid.
He died from dehydration.
And the mother has no tears
to mourn him,
because she’s as dry
as he is.
Beheading of civilians by a child soldier
Africa, June 2021
In the background, an officer
with an imposing physique.
His face disappears behind dark glasses
and swirls of smoke from a cigarette.
He smokes it casually,
the way an office worker would.
In the foreground,
a man’s decapitated body.
The head has rolled up
to another man’s knees.
He’s being held down
by the threat of a machine gun.
Huddled up on himself
like cattle at the slaughterhouse,
he is shaking and waiting
for his time to come.
The machete,
dripping with darkblood,
is being held by
an unsteady hand.
The hand of a boy.
Which is more shocking
than anything else,
because he is barely 13.
Excision of a 5-year-old girl
Africa, Octobre 2023
This is not an operating room
but a cesspool
with a flicking neon light.
A man is standing
over a naked young girl.
In his thick hand,
a blade stained with red.
No trace of a syringe
anywhere, or any type
of anaesthetic.
It’s obvious the girl was cut raw.
Between her young thighs,
where the clitoris
was seconds ago,
there is now a pool of blood.
And on the child’s face,
we can see the pain
bursting out of her mouth.
Emaciated body of a child being buried
Africa, September 2022
The photo was taken at the end of the day
but the light is still unusually fierce.
It seems like it’s not casting shadows
but rather pining them down and quartering them.
On the left, a man is wielding a shovel with heavy arms.
Is it the weight of the weary land
that had to be cracked opened?
Or is it the weight of the men’s overwhelming misfortune
in this corner of the world
where the land is greedy?
It’s easy to guess what’s going on here:
a grave is being dug. A child’s grave.
The body lies next to it, wrapped in a shroud
lifted by the wind unchecked.
The corpse is skin and bones.
It is so emaciated that even the hyenas
would turn it away. In this heat,
even a small bite is too much effort.
A small comfort for the father,
burying his own son
stolen from him by famine:
the hungry fauna
will not dig him up tonight.
13-year-old prostitute in bed with a client
South East Asia, June 2023
In the foreground, illuminated
by red neon street lights,
a pair of loafers is waiting
for its owner to be finished.
A flower shirt sits on the back
of a brown wooden chair
and a pair of folded cloth trousers
lies on the seat.
In the background, there are
two masses of flesh
of dramatically
disproportionate sizes:
thirty kilos of ivory
violated by a hundred,
now out of breath.
We can see in the girl’s eyes
that she has given up,
because she knows
that tomorrow will be the same
as yesterday.
These are the eyes of those
who are ageless
even before
they have lived.
Those who will be sold
by a pimp for a few dollars
and one day,
only wrinkles or death
will come to set them free.
Woman drowning in front of her son
Mediterranean Sea, April 2023
The boat has rocked one time too many
and some of the migrants have fallen overboard.
The raging sea is about to swallow them up.
Among them, a blue spot is struggling in vain
in the dark water: it’s a woman.
She is looking at the little boy in the foreground.
He is looking at her too, his fists clenched.
At this precise moment, he’s no longer a child
but an allegory of distress,
of the powerlessness
to save the ones we love.
His mother is about to die
and in that final moment,
she’s only thinking of him.
It’s obvious what she’s trying
to tell him with her eyes.
She’s saying: “Survive, grow up
and become strong”.
Proving that the most beautiful
proof of love
can also be
the cruelest.
Orphan on asphalt
Northern Europe, March 2022
A frail body is lying on the asphalt.
Like Arthur Rimbaud’s Dormeur du Val,
he looks like he just dozed off.
Does he really have to wake up?
In this hell dug by artillery,
nothing looks familiar to him anymore:
shells have cut down trees,
destroyed gardens,
demolished the low walls.
In the street, they have created craters.
Ruins now stand where families once lived.
Seing him this peaceful,
the question arises again,
more than ever: does he really
have to wake up, only to discover
what war has taken from him?
Not only wood, stiles and stones;
not only the comfort of his own bedroom;
but those two people
lying just a few steps away,
whom he loved so dearly
and who will never
wake up.
15-year-old worker with late stage cancer
Asia, September 2023
What this photo wouldn’t tell you anyway,
is that neodymium is a silver-grey metal,
or what we call a rare earth metal.
At room temperature, it is ductile, flexible
and oxidises quickly if left out
in the open air too long.
Smartphone factories are very fond of it,
not to say voracious.
This photo wouldn’t tell you about
how meticulous the manufacturers are either,
while assembling the precious components
one by one in state-of-the-art workshops.
A clinical cleanliness, worlds away
from the acid lakes and radioactive landfills
created by dirty waste near extraction sites.
This photo portraits an emaciated child
with big empty eyes,
a child whose life has been extracted
at the the same time as we extracted ore.
And what this photo suggests above all,
is that in this corner of the world,
it is better to be a silver-grey metal,
a so-called rare earth metal
than a human being
with planned
obsolescence.
Agony of a child with pertussis
Africa, January 2022
It is not a family portrait anymore
but a mortuary painting.
One of these old-fashioned paintings
where faces were frozen into pasty masks.
The picture is literally plunging us into darkness:
windows are shut to spare the patient
from the harsh midday light.
Despite the grainy aspect of it
because of the half-light,
the snapshot leaves no doubt
as to the outcome of this battle:
the unstoppable coughing fit
is making the tiny body bend double
like the wind would snap a twig.
The parents, on either sides
of the makeshift bed, are also
bending over their child,
a futile gesture that seems to obey
the rules of classic paintings.
Seeing them like this,
so tense with their hands tied,
you wish it was only
a painting in a museum.
An artist’s vision.
So you could erase the weft
and with the tip of your brush,
give the child’s face its colours back.
But this is just a photograph.
This is reality.
And this is all the more tragic
when you think that
a dose of vaccine
would have been enough
to prevent all this.
Pre-teen girl raped in a gold mine
Africa, October 2021
In one picture, the dirtiest
and the most precious things
are combined: gold and mud,
childhood and abuse.
A man has pinned a young female worker
against the side of a crater.
With his trousers down to his ankles,
like an animal in heat,
he forces us to wonder
about the actual price
of a ring or a bracelet;
to ask ourselves how many carats
innocence is worth.
How many tears, screams
and nightmares will now
torment her every night.
This is the kind of unbearable picture
that exposes, without showing it,
the backroom of jewellery stores.
Behind the scenes of what seems
to be a gleaming business.
It forces you to see
what gold is too often made of:
virginal blood
dripping down
a raped girl’s thighs.
World Vision France is a member
of the World Vision International partnership
created in 1947. It has already helped
200 million children in over 100 countries.
It protects them from starvation,
water shortages, lack of healthcare
or education, war; even from customs
such as female genital mutilation
or forced marriage.
To find out more about
this non-profit organization,
visit worldvision.com
Tell the jury about the copywriting.
“Unshowable” is a book of “photography without any photos”. Only the caption tells what can't be shown for decency reasons and legal ones.
That is why we mainly used what is called “external focalization” in literature: everything is described as if we were merely looking at the scene.
Of course, each description is as meticulous as a photograph would be. The copy gives you all the details you would get from a picture.
Most of the time, we respect a kind of distance. It is a cold, sharp description. Nevertheless, here and there, we used a stylistic device, as an effect aimed at boosting the impact.
As another exception to our writing rules, from time to time, we also added some kind of extrapolations: what a viewer could guess or imagine while looking at the real picture. A way to make each copy more emotional.
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