To hammer home the message that millions of children lead lives of appalling deprivation and violence, UNICEF and Ogilvy Brazil set up a booth in Sao Paulo at a student exchange fair, where parents go to learn about the best study-abroad opportunities for their own kids.
At the fake booth called "ECA Exchange Programs -- changing children's lives," an enthusiastic actor posing as a salesperson pitches programs to increasingly horrified parents. Take, for example, the Child Revolutionary Program, where your child will be kidnapped and serve as a soldier in a real conflict; a program where kids focus 100% on study because there's no electricity or water; and an unpaid internship working at a dump or cutting sugar cane.
In the video #thereisstilltime (#aindadatempo in Portuguese), parents go through shock, outrage, sorrow and finally a desire to help as the actor explains that these aren't real programs, but are the experiences of real children, who need their help.