{"id":9543,"date":"2012-06-05T12:07:22","date_gmt":"2012-06-05T12:07:22","guid":{"rendered":"http:\/\/www.talentmanagement.com\/blog\/?p=9543"},"modified":"2012-06-05T12:07:22","modified_gmt":"2012-06-05T12:07:22","slug":"amnesty-international-casts-child-soldier-as-model-in-anti-arms-trade-ad","status":"publish","type":"post","link":"https:\/\/www.talentmanagement.com\/blog\/2012\/06\/amnesty-international-casts-child-soldier-as-model-in-anti-arms-trade-ad\/","title":{"rendered":"Amnesty International Casts Child Soldier As Model In Anti-Arms Trade Ad"},"content":{"rendered":"
\"Amnesty<\/a>
Amnesty International TV advertisement still<\/figcaption><\/figure>\n

In an advertisement calling for greater control over the global arms trade, Amnesty International has cast a former child soldier in place of a child model. Talent and modelling agency<\/a> Talent Management has just seen the hard-hitting advertisement (shown below) which was created by M&C Saatchi Sydney.<\/p>\n

The campaign is intended to put pressure on the United Nations prior to the negotiation of a global arms trade treaty in July – which is hoped to end arms abuses. The campaign includes Facebook<\/a> ads and an interactive petition allowing users to sign and create a \u2018Path to Freedom\u2019 for a child soldier to escape through.
\n<\/p>\n

M&C Saatchi’s executive creative director Ben Welsh has been quoted as saying: \u201cThe digital petition is a labour of love and the perfect example of brutal simplicity. The site has only been live a matter of weeks and we are already nearly halfway to the target of 20,000 signatures with one month to go.\u201d<\/p>\n

Amnesty International Australia\u2019s marketing manager Katie Hart stated: \u201cWhen one person is killed every minute in armed conflict, it is clear that world\u2019s weapons must be kept out of the wrong hands.\u201d<\/p>\n