SOS Children's Villages discovered that when a child loses their mother, there's a hugely increased statistical risk of other tragedies.

To explain this to the public, our idea was creating a stark contrast between our expectations of childhood, and the grim reality for kids who lose their mother.

This national campaign ran in newspapers, magazines, billboards and bus shelters across Canada.

Art Direction: Christine Pageau
Creative Direction: Marc-André Rioux
Agency: Cossette