The use of fairy tales is not new in social advertising. It is a simple and effective way to communicate about a issue and almost everybody can understand the metaphore.
This one is from Save the Children Spain. According to Contrapunto Barcelona, the agency who made this campaign, all the childhood should be like a fairytale. But there are several children that instead of living in a tale, live trapped on a nightmare
due to the unfair difficulties present on their lives. Famous fairytales were transformed into nightmares showing that harsh reality. Although everybody will understand the message, the use of fairy tales is not completely right. In almost every fairy tale happens brutal and shocking things.
This campaign tries to seek volunteers to the cause.