Save the Children captures the fragility of childhood in its latest work to protect a digital generation

Creative Moment loves a creative concept, and Diego Arroyo’s conceptual effort for Save The Children is poignant and multi-layered.

Freelance creative director Diego Arroyo has designed a memorable campaign in response to the growing concern over child protection in the digital sphere, with a focus on raising awareness and promoting digital safety for children.

The visuals were crafted as a campaign strategy linking to Save the Children's educational efforts highlighting the importance of digital safety while providing practical guidance for children and caregivers navigating the online world.

Through the use of eye-catching delicate porcelain figures symbolising children's fragility while online, juxtaposed with bold messaging advocating for protection, the campaign aims to evoke empathy and spark action.

Through the use of images of delicate porcelain, the campaign aims to enliven often-used references to the fragile nature of childhood by making old-fashioned looking figures of children dressed in modern clothing, and using smart technology.

The juxtaposition highlights the often-overlooked vulnerability to which children are exposed in the digital world.

Our take

Arroyo’s background in AI sparked some interesting discussion over the ethics of using AI for creative: a theme we’ve surely only seen the start of. Regardless, it’s hard to argue with the results, and if a campaign uses AI, but powerfully delivers a vital message, then maybe it should be at least considered an exception?

Visually, the blue and grey tones work to reflect the light from the screens, and we like the use of panes of glass to display the messaging. The innocence of the imagery works effectively combined with the nostalgia for a long-gone age where porcelain figurines were omnipresent, and mobile phones were the preserve of Wall Street yuppies.

It comes at a time when social media is being reconsidered from inside the industry itself, as demonstrated by Snapchat’s recent campaign, and in a month when Zuckerberg pays out a whopping £50bn after child safety concerns.

Overall, Arroyo’s concept strikes to the heart of what Save The Children is looking to evoke: empathy for children.

Job done then, we reckon.