PHNOM PEN, CAMBODIA — Friends-International has rolled out a global campaign to raise awareness that donations to Cambodian orphanages often prompt poor families to give up their children for money.
Content company The Sweet Shop and 17 Triggers, a Cambodian agency that focuses on development and social issues, created the short animated piece for Friends-International.
The ad employs hand-crafted charcoal animation to trace the negative effects of a well-intentioned orphanage donation as it plucks a young girl from her family and puts her on a traumatic path of neglect, isolation and abuse.
Directed by Julian Stokoe from Assortment, "Orphanage Factory" was created to inform viewers about the over-saturation of Cambodian orphanages and point volunteers to opportunities that support long-term strategies like family welfare instead.
Orphan-tourism and orphanage factories are a major issue in Cambodia. In 2011, Unicef estimated that most of the 12,000 children in the country's orphanages were not, in fact, orphans. But because of the glut of welfare funding from 'orphanage tourism', where wealthier nations visit to pat children and give money, poorer families feel compelled to give up their children so they can have regular meals. According to the Guardian, these orphanages even keep their premises and children looking pathetic to elicit more donations.
According to Gordon Candelin, 17 Triggers creative director for the campaign, "Making people aware of the impact of their actions when dealing with such an emotive issue is a real challenge — that’s why as an agency we work incredibly closely with clients and stakeholders to understand the issues, and then transform them into creative work that resonates."
Product: Support Families, Not Orphanages
Agency: 17 Triggers, Cambodia
Creative Director: Gordon Candelin
Art Director: Kendra Malcolm
Project Manager: Koheun Lee
Agency Producer: Sopheak Hoeun
Production Company: The Sweet Shop
Animation Director: Julian Stokoe
Executive Producer: Claire Davidson
Global Executive Producer: Sharlene George
CEO: Paul Prince
Animation: Assortment, New Zealand
Executive Producer: James Hudson
Music and Music Publisher: Pete Jones Music, London
Read the full article on campaignasia.com.