Kids portrayed as products for sale in BBH ad to combat child trafficking in China

Children are depicted as products for sale in a new campaign by ad agency BBH for a children’s charity in China.

Captive boys and girls are portrayed as child brides, thieves and pension plans with price tags next to them in the 90-second video for the China Social Assistance Foundation.

“To a child trafficker, there’s no difference between selling a child and selling a car,” the narrator says in the video.

The campaign was launched to mark Children’s Day.

Said Yu Kung, ECD, BBH China, commented: “Child traffickers don’t perceive children as humans, but as products. The campaign adopts the point of view of a callous child trafficker selling children off with special deals and discounts. Instead of the conventional tactic of building sympathy towards victims, our objective is to ignite and build disgust toward the perpetrators.”

Deng Fei, founder of the Children’s Fund at CSAF, said: “Child trafficking is still a serious problem in China – demand is the primary root of the problem. Our aim is to eliminate a ‘buyers market’”.

The film directs the viewer to the website

The campaign will run from 1 June for a month with an online film, print, posters, digital and window displays in high street stores.


CCO – Johnny Tan
ECD – Yu Kung
Art Direction – Yu Kung, Jenny Jin
Copywriter- Ken Lu


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