High Fashion Is a Prison in These Striking Print Ads Opposing Child Labor

PSAs for the Abrinq Foundation by TBWA

The striped patterns on dresses, shirts, tunics and sweaters become prison bars—with small, sad faces peeking through—in this Brazilian campaign against child labor.

Lew'Lara\TBWA created the print ads for the Abrinq Foundation, which is affiliated with Save the Children, in the style of high-fashion magazine spreads. Each one features a single line of copy, such as, "A dress shouldn't cost a childhood." Brazilian model Caroline Ribeiro appears in some of the ads, which were shot by top fashion photographers.

#Dress4Good is the hashtag, and the public is encouraged to post "positive fashion-foward images" on Instagram. According to the agency, the initiative is not intended as an attack on the fashion industry per se, but is designed to spread the message that "child labor crimes are closer to the consumer than they might think."

The work is similar in theme and execution to "What's Behind," a recent public-service effort from Brazilian human-rights group Cepia (though Abrinq's use of stripes—note how the kids' fingers clutch at them in desperation—really drives the point home).

Ultimately, both campaigns do a fine job of encouraging consumers to dig beneath the surface and find out what's really going on.


Agency: Lew'Lara\TBWA

Client: Abrinq Foundation – Save the Children

Campaign Title:

CCO: Manir Fadel

Executive Chief Creative: Felipe Luchi

Copywriter: Gabriel Sotero

Art director: Rodolfo Fernandes

Art Buyer: Ale Sarilho, Sabino and Caio Lobo

Image treatment: Arms Image

Photographers: Jacques Dequeker, Jayro Goldflus, Henrique Gendre, Daniel Klajimic and Gil Inoue

PR: Bia Ribeiro

Client: Victor Alcântara da Graça, Yeda Mariana Rocha de M. Pereira e Denise Maria Cesario

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.