Under international law, the participation of children under the 18 years of age in an armed conflict is prohibited and the recruitment and use of children under 15 is a war crime. Yet hundreds of thousands of children are recruited into government armed forces, paramilitaries, civil militia and a variety of other armed groups. Although it is difficult to estimate the exact numbers of child soldiers nowadays, the United Nations suggests that around 300,000 children are nowadays involved in more than 30 conflicts worldwide. To raise awareness about such child soldiers, a traditional American school bus was painted in military camouflage and armed children’s faces were glued to the windows.
The usually-yellow school bus was revamped for an innovative campaign by two students — Taejun Park and Delilah Kimm, under the of creative director Frank Anselmo — of advertising School of Visual Arts in New York. To show the plight of child soldiers in Africa, who are often abducted at school, on the streets or at home, the students produced armed children sitting by the windows, giving the impression that they are the ones driving to an American school.
The bus carried out a message from non-governmental organization Amnesty International, to explain this diversion to passerby and other motorists. The message was simple and strong: “300,000 children go to war instead of going to school. Help them to return to school.”
Amnesty International’s latest campaign follows another touching piece of work that has children urging the U.S. leader to recommit to policies based on human rights rather than fear and oppression. To show that they also have a voice, and despite their age, the children present “The America I Believe in”. And you can help kids take action here.
Credits:
Brand: Amnesty International USA
Agency: School of Visual Arts
Creative Director: Frank Anselmo
Art Directors / Copywriters: Taejun Park, Delilah Kimm