You are the Key is an ad campaign by Chile-based agency Prolam Y&R that shows images depicting children stuck inside large, human-shaped metal cages while dark scenes of awful futures or terrible home lives play out. Each image is also outfitted with a simple label stating “You are the Key” and a number to call. These powerful ads were all made for Fundacion Padre Hurtado, a campaign to help raise awareness and funds for children in need. While dismal and slightly shocking, this campaign does a good job of eliciting an emotion from the viewer.
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