UNICEF reports that there are well over 250.000 children in armed forces around the world and about 2 million have been killed in the past decade alone. Their objective was to draw attention to the issue of children being recruited, either forcibly or voluntarily, by armed forces and military groups around the world. With the intention of driving people to the UNICEF website where they would join and contribute to the Coalition To Stop The Use Of Child Soldiers. The way to get the attention of any parent is through their children.
Agency: Ogilvy Johannesburg, South Africa.