The NYU Child Study Center has launched a public awareness campaign called “Ransom Notes.” It is designed as a provocative wake up to create awareness and spark dialogue about childhood psychiatric disorders, one of America’s last remaining silent public health epidemics. The umbrella ad for the campaign says 12 million kids are held hostage by a psychiatric disorder. Help a child at AboutOurKids.org. Each of the six other ads addresses a specific disorder: ADHD, Asperger’s Syndrome, autism, bulimia, depression and OCD. Each ad is in the form of a ransom note signed by the disorder with the tag line “Don’t let a psychiatric disorder take your child.”
The notes are as follows:
• We have your son. We will make sure he will no longer be able to care for himself or interact socially as long as he lives. This is only the beginning… Autism.
• We are in possession of your son. We are making him squirm and fidget until he is a detriment to himself and those around him. Ignore this and your kid will pay… ADHD
• We have your son. We are destroying his ability for social interaction and driving him into a life of complete isolation. It’s up to you now… Asperger’s Syndrome
• We have your daughter. We are forcing her to throw up after every meal she eats. It’s only going to get worse… Bulimia
• We have taken your son. We have imprisoned him in a maze of darkness with no hope of ever getting out. Do nothing and see what happens… Depression
• We have your daughter. We are making her wash her hands until they are raw, everyday. This is only the beginning… OCD
This campaign represents the third pro bono effort by BBDO for the NYUChild Study Center. BBDO earlier gave the organization its tagline “Giving Children Back their Childhood.”
The new campaign will run on 11 billboards in December, 200 kiosks from December through the end of March, and in newspapers, magazines and on-line through the first quarter 2008 and then move into five major markets.
Click here to view the “Ransom Notes.”