Background
Every year, hundreds of thousands of baby girls are aborted in countries like India and China. In lower and middle-class asian households, sex-selective abortion is being seen as a socially-acceptable alternative to infanticide. Quite Simply, parents don’t feel any connection to an unborn child. Our task was to raise awareness for the cause to Stop the Gendercide.
Idea
To create greater empathy for unborn baby girls, we produced a series of poems in her voice and worked with a children’s book illustrator to illustrate them. The books were available on a mobile site and led parents to believe that they were real children’s books. This made the chilling tone at the end even more shocking
Written by: Malcolm Pryce
Illustrated by: Catia Chien
- Art Direction, Concept
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