The Children’s Society

The Debt Campaign, creative concept

The consequences of debt hit children hardest in any family. To raise awareness of the effects of debt The Children’s Society launched a multi-channel campaign. We came up with the creative concept of ‘Lost innocence’ in order to bring to life the title of the campaign ‘The debt trap’. Children like creating lists, we used this common place everyday act to show how debt permeates and disrupts a chid’s life in a negative destructive way.

Creative direction, design 
and art direction
Willem Heskes

Willem Heskes/Dionysis Livanis

Dionysis Livanis
Sarah Brownrigg
The Children’s Society

Nick David

Campaign narrative and tagline
Blue Rubicon