We were fortunate to have Lisa Lebedovitch, Executive Creative Director at Will, Vancouver, join our 2023 Photography & Illustration Awards jury panel. Over the past 20 years, Lisa has created standout advertising campaigns for local and international brands while also being a very talented illustrator and author of children's books. 

We asked her to share a recent favourite project of hers for our online blogpost and she did, below is Will's campaign for Children of The Streets.

The brief:

Children of the Street, a program working to prevent the sexual exploitation of children and youth, needed our help to create a campaign that would encourage teens to think twice before requesting, sending, and sharing nudes.

The insight:

Sending nudes has become increasingly normalized among teens, with many feeling the pressure to do so for validation and acceptance. A study showed that over 92% of girls who reported sending a nude didn't want to, and felt pressured, coerced, or manipulated into doing so.

Children of the Street - “Boobs”, Will, Vancouver.

The idea:

To show the inner debate happening within the minds of teens around the pressures (and potential consequences) of requesting and sharing nudes by personifying the modern symbol of thinking: the writing/responding ellipsis.

What were some unique features of the campaign?

This campaign was born from a powerful statistic and a lot of very candid conversations with teens around the pressures of sharing nudes – whether that be to fit in, please people they are dating, or simply come across as ‘mature’. We worked closely with our animation partners to create a video series that brought these insights and conversations to life in a way that was bright, poppy and eye-catching. Something very different from the darker, more serious tone we were seeing in other PSAs talking about the subject matter.

Why is this particular project a fave?

We have a longstanding relationship with the team at Children of the Street that is based on complete trust and respect. They know the value of brave ideas and earned media to get the message out effectively, and so they give us a lot of creative freedom. In return, we get to create work that makes a positive impact in our community. It’s a win-win.

Children of the Street - “OMG”, Will, Vancouver.

Can you give us your opinion on what you think made this project a success?

Working with talented partners like Portland-based animation studio Bent, along with Wave productions and Wirtz Media made all the difference. They cared as much as we did about the client and the cause, and went over and above to help create a campaign that was impactful enough to spark change.

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Lisa thank you for sharing this very important campaign with us! We think you and your team have indeed created arresting work, work that grabs and keeps the viewer's attention.