Havas Worldwide Prague

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Amnesty International raises awareness of Child Soldiers and arms control

Thankfully, there have not been child soldiers in the Czech Republic since 1953 but in some other countries children are not so lucky. The Czech branch of Amnesty International and Havas Worldwide Prague teamed up for this latest campaign that will soon be aired in cinemas and on television throughout the country.

The child soldier theme is transposed into the Czech Republic of today, and a mother is saying goodbye to her two young sons who are both carrying Kalashnikovs around their necks and leaving to go and fight, no one knows where. The excellent performance of the cast lends all the more tension to the commercial. A child psychologist assisted in the making of the commercial, working with the child soldiers to maintain the necessary solemn mood that the grave nature of the subject required.

Casting

The child soldier theme is transposed into the Czech Republic of today, and a mother is saying goodbye to her two young sons who are both carrying Kalashnikovs around their necks and leaving to go and fight, no one knows where. The excellent performance of the cast lends all the more tension to the commercial. A child psychologist assisted in the making of the commercial, working with the child soldiers to maintain the necessary solemn mood that the grave nature of the subject required.

An urgent matter

This TV campaign is the directing debut of a top-notch cameraman, Mark Bliss, under the pseudonym of Graazl van Praag, while Bistro film was in charge of the production. Child soldiers are one of the aspects concerning Amnesty International, which is also engaged in the fight for global regulation of weapons. The recent ratification of the treaty on arms regulation at the UN has been one of the great successes achieved in this battle. The spot was first screened at the conference and has already received international critical acclaim.

Children continue to be exploited to fight in some countries. Most begin life by being abducted or sold as slaves, before being trained and kept reliant on drugs. This is one of the most urgent dangers with children today. Our country had its child soldiers as in 1953 eleven-year-old boys joined the military school in Moravská Třebová, to follow the Soviet model. “No one should be indifferent to the child soldier issue. It does not matter that the children are far away. They are still someone’s children abused to do mad things,” said Pavel Sobek, Creative Director of Havas Worldwide Prague.