This disturbingly poignant, documentary-style PSA takes us into the business of child pornography. At every step in the chain of abuse--from the buying and selling of the child to transporting the child by truck to a remote dank location, to the filming of the child--the face of each person exploiting the child is replaced by a mask.
The mask is of a nondescript face, with each perpetrator having that same face. At the very end of the PSA, we find the actual human face is that of the ultimate customer, the man who is seated at his computer, looking at compromising images of the innocent, exploited child.
Then appearing on screen is the message: "Child Pornography. No Demand. No Supply."
An end tag carries the logo for ECPAT (End Child Prostitution, Child Pornography and Trafficking of Children for Sexual Purposes).
The spot was directed by Asger Leth of Partizan Midi Minuit, Paris, for BETC Euro RSCG, Paris, for ECPAT and its longtime sponsor Air France.
The BETC Euro RSCG team included creative director Florence Bellisson, art director Eric Astorgue, copywriter Jean-Christophe Royer, producer David Green and agency supervisors Valerie Albou, Muriel Keromnes, Magali Heberard and Timoti Auscher.
Director Leth has a documentary pedigree. Among his credits is Ghost of Cite Soleil, a documentary on the slum townships of Haiti.
Agency: BETC Euro RSCG Florence Bellisson, creative director; Eric Astorgue, art director; Jean-Christophe Royer, copywriter; David Green, producer; Valerie Albou, Muriel Keromnes, Magali Heberard, Tomoti Auscher, agency supervisors. Production Company: Partizan Asger Leth, director; Frederic Genest, producer; Bernard Amselem, line producer; Sebastian Wintero, DP.