Vine used by kids charity to highlight childhood neglect

Vine is one of those things many of us have forgotten about, but capitalising on the early promise the app showed is kid’s charity Kids Company (which, according to its about section: “provides practical, emotional and educational support to vulnerable inner-city children”).

The three six second long looped ‘Vines’ created for the charity, designed to make for uncomfortable viewing, show children drinking from a bottle of vodka, eating from a bin and sleeping on cardboard.

Every text donation, according to the Drum piece I found this on (link below) “will unlock a second ‘thank you’ film which will show the same children in positive, safe scenarios”.

Source: The Drum

Involved agency: AMV BBDO

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