CLIENT :: AMIGOS FOR KIDS
Agency :: REPUBLICA HAVAS
Charles Manson, Aileen Wuornos, Richard Ramirez, David Berkowitz, and almost every other serial killer suffered through a traumatic childhood filled with abuse and neglect.
Sadly, 1 out of 3 victims of child abuse grow up to become abusers. It’s a terrible fact. In order to help Stop the Cycle, we needed to launch a campaign that truly made people understand the lasting effects of child abuse and neglect. Getting the rights to use photos of serial killers as the innocent children they once were took a lot of work. Getting the client on board took a whole lot of work. But changing that stat is going to take all the work.
The series of print ads ran in two publications in Los Angeles and one in Daytona beach. We chose these cities for two reasons – they are the locations in which the three featured serial killers were finally arrested and, sadly, Florida and California have some of the highest reports of child abuse in the country.
America is fascinated by serial killers. Maybe we can all become equally fascinated in ways to help.
Press / Ads of the World / adforum /
RICHARD RAMIREZ
Serial Killer convicted of 13 murders, not including the murder of a 9-year-old girl.
“I gave up on love and happiness a long time ago.”
His father would tie him to a cross in a graveyard overnight as a form of punishment
As a child Ramirez would sleep at a local cemetery to avoid beatings
At age 12, his cousin would brag and share pictures of his own rape victims
At age 13, his cousin killed his wife right in front of him with no remorse
CHARLES MANSON
Cult leader convicted of 9 murders
“Remorse for what? You people have done everything in the world to me. Doesn’t that give me equal rights?”
At birth, his mother named him “No Name”
His mother once traded him for a pitcher of beer
As punishment, his family would send him to school dressed as a “little girl”
He spent most of the first 20 years of his life in prison
He was gang-raped by other inmates at the chief guard’s instigation
Founder and leader of the murderous cult known as the Manson Family
AILEEN WUORNOS
Serial Killer and Sex Worker convicted of 7 murders
“I robbed them and I killed them cold as ice, and I would do it again, and I know I would kill another person because I’ve hated humans for a long time.”
Abandoned by her mother at age 4
Wuornos's father, Dale Pittman, was convicted of sex crimes against children
Sexually abused by her grandfather and had sexual relations with her brother
As a child, she was forced out of her home and lived in the woods