As part of the month of the child, this graphic campaign shows how criminal groups treat children and teenagers in Mexico, enlist them, and shape them to become hitmen or criminals.
Girls, boys, and teenagers should have the right to a safe environment at home, in school, and within their communities. Unfortunately, in Mexico, this right is often violated, especially among those living in poverty. Organized crime recruits thousands of them.
Criminal groups have a recruitment strategy that involves stepping into the role of the family, providing what many humble families cannot: time, money, attention, and a fast track into the criminal world.
Through three powerful images, "Families" reveals how criminal groups fill the void left by absent traditional families. Whether it's playing soccer, watching a movie, or learning to drive, everyday activities become tools for recruitment and control by criminals. Each image in this campaign captures the "family" treatment that criminal groups provide to young people, moulding them into hitmen or criminals.
IDEATION/COPYWRITING/CREATIVE DIRECTION