What you say during divorce, may last forever

This campaign is running for a few weeks in the Netherlands. I waited with posting it on Osocio because I expected a lot of discussion in my country. It didn’t happen.
The advertiser is SIRE, Stichting Ideele Reclame (the Idealistic Advertising Foundation), from which most campaigns cause a lot of stir.

This campaigns is about the consequences of divorce for children.
The campaign makes clear how much influence the penetrating words of divorcing parents can have on their children. The children are portrayed tattooed with their parents words. It is a metaphore that conflicts in a divorce not only have a big impact on the short term, but possibly will influence the child a lifetime.

The campaign made by 180 Amsterdam contains 3 print ads, a video and a campaign website.

Website visitors can share some of the tattoos on Twitter, Facebook and Hyves (the Dutch Facebook competitor).
Some of the texts at the tattoos: “If you’re gonna visit dad now, you can stay there”, “If you’re taking the house, I’m taking the boys”, and “Don’t you think your dad still wants to see you”.

See the translated english version after the break.

About SIRE
The board are people from the Dutch marketing and communication industry. The members work in advertising, public relations, online and research offices, its communications officer with advertisers, or come from newspapers, magazines or television. These board members are not themselves the creators of the campaign. They only choose from the topics that qualify for a campaign.

The English version.
I prefer the original Dutch version of the video because of the music/sound. And most campaigns are poorly translated but the print ads are done very well.

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