Amigos for Kids: Broken Crayons by Republica
Amigos for Kids: Broken Crayons by Republica
Independent advertising and communications agency Republica, partnered with non-profit organization, Amigos For Kids, to create a PSA aimed at raising awareness about the subtle signs of child abuse that, tragically, often go unnoticed. Inspired by the insight that abused children often hide subconscious clues of their situations in classroom drawings, Amigos for Kids created a gallery with a dark, hidden twist during Miami Art Week. The seemingly average installation exposed unsuspecting visitors to real drawings from real children, which later turned out to include troubling signs of abuse. The result was a multi-platform campaign centered on a PSA video.
The Broken Crayons haunting, four-day exhibit set the scene for an integrated, world-wide multi-media campaign launching today. The effort consists of an interactive website, BrokenCrayons.us, and a film that transformed the honest, unscripted reactions of art-goers into a powerful PSA aimed at raising awareness of child abuse in all of its forms.
The PSA, which showcases the work from renowned child protection expert, Dr. Elspeth McInnes, shows unsuspecting art goers come to the startling realization that children hide troubling truths in their classroom drawings. Many did not catch the subtle nuances at first glance. With audible gasps and shocked faces, the startling revelation that each child artist had been subjected to some form of abuse.
The multi-platform campaign will host a website, BrokenCrayons.us, that serves as a virtual gallery, allowing visitors to witness and experience the shocking imagery along with the unique story tied to each drawing. Because most abusers are the victims’ parents or caregivers, Amigos For Kids knows that it is crucial to inform the general public of silent warning signs.
Link: The Drum
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20173 National ADDY Awards
15 Davey Awards, including five GOLD
10 ADDY Awards, Local/District
9 W³ Awards
8 Telly Awards
2 Communicator Awards
Cynopsis Social Good Award
Hispanicize TECLA Award for Best Agency Doing Multicultural Social Media
Digiday Award for Most Original Use of Facebook, Finalist
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Communication Arts, Illustration, Shortlist
201611 ADDY Awards (3 Gold/8 Silver)
4 Telly Awards
USH Idea Award
201525 Communicator Awards (5 Gold, 20 Silver)
12 Davey Awards (2 Gold, 10 Silver)
12 Telly Awards (1 Silver, 11 Bronze)
10 ADDY Awards (3 District, 7 Local)
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Best Marketing/PR Firm Using Tech Innovation & Social Media to Reach Latinos - LATISM
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Best in Show - DTC Perspectives
Best Television Campaign (Gold) - DTC Perspectives
Best Website (Gold) - DTC Perspectives
Best Hispanic Campaign (Gold) - DTC Perspectives
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201417 ADDY Awards (Gold/District, 3 Gold, 14 Silver)
11 MARCOM Awards (6 Platinum, 5 Gold)
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20137 MARCOM Awards (2 Platinum, 2 Gold, 3 Mentions)
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20125 Davey Awards (2 Gold, 3 Silver)
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201128 ADDY Awards (6 District, 22 Local)
201012 ADDY Awards (2 National, 3 District, 7 Local)
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- 2017, 2016 Advertising Age One of Three Top Independent U.S. Multicultural Agencies
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- 2013 Co-Founders Jorge A. Plasencia and Luis Casamayor named Global Agency Innovators by The Internationalist magazine
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- 1We strive to be authentic in everything we do.
- 2Losing money is easy to turn around, losing our reputation isn’t. We guard it above all else.
- 3We believe in talent. Talent is our key to success.
- 4We want our talent to excel and develop to their fullest potential. So we help República employees and partners forge a path to the success that they desire.
- 5Our talent is compensated for the value they generate, not just the hours they work. We want our clients to compensate us this way too.
- 6We believe in a team approach to our work. Dedicated client teams are at the core of our business.
- 7We value people who accept responsibility and mean it when they say: “The Buck Stops Here.” We feel that our clients need to live by this philosophy as well.
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- 9We understand that we’re not right for every client. We will resist the temptation to work for everyone and will only choose clients that inspire us.
- 10República focuses on creating value for clients with every move we make, every job we take.
- 11We believe in Great Work, Great People and Great Clients, which will naturally result in Great Growth. But we don’t pursue Growth by itself because it usually won’t result in Great Work, Great People and Great Clients.
- 12We will be compensated fairly for the value we provide and say no to unreasonable expectations. We’d rather turn down work than take on something that we can’t deliver at the highest level.
- 13Speaking of great work, we like the fun, exciting and fulfilling kind.
- 14Above All, somos familia. We believe in family, our own families and our República family. Everyone contributes to the vision, goals and purpose of República because this is the purpose of it all: To create something great and share it with the people we love.
In 2005, then-Univision exec Jorge A. Plasencia and creative shop Cosmyk founder Luis Casamayor noisily occupied the corner booth at a Miami eatery as they hashed out plans for a new kind of agency.
Countless caffeine-fueled conversations and strategy sessions had culminated into a familiar narrative: There was a seismic multicultural shift happening in America, but most agencies weren’t addressing it. Their challenge was to create an integrated communications firm that represented the cultural and digital revolution happening stateside and across the globe.
They founded República in November 2006, and in a few short years it became one of America’s fastest-growing independent agencies.
Fast-forward a decade, and today many of the world’s top brands trust República as their partner to connect with the most culturally diverse, technologically advanced consumer base in American history.
For an agency that consistently over-delivers on that promise, the sentiment of perpetual evolution and unflinching cultural relevance has created the foundation for brands to keep in lockstep with the ideals, insights and consumption habits of a general market that’s as multicultural as it's ever been.
Built on a familial culture of caring for the community, República continues to be recognized by clients and the industry as a nimble, effective agency with a reputation for delivering groundbreaking, award-winning work.