As the organization’s Goodwill Ambassador for more than 10 years, Beckham gets some ink on his body and they turn them into animated drawings, which depicts violent acts against children. While the tattoos come alive, illustrations of abused and bullied children appear crying and screaming fearfully, soundtracked by cruel laughters.
At the end of the 60-second video, the tagline is, “Violence against children marks them forever. It’s wrong. End it.” On social media, #ENDviolence is the hashtag.
Let’s watch the video, here:
This PSA is a part of Beckham’s 7 Fund with UNICEF. The animations in the film demonstrate all the common forms of violence that children endure in places where they should be safe for instance their homes, school, in their communities and online.
Phil Oldham and Jonas McQuiggin direct the video. Oldham says about the creative direction process that;
It was important for us to not hold back, and expose the horrific realities of violence against children. The tattoos were designed to tell these stories and yet remain honest to both classic and contemporary tattoo designs.
David Beckham says;
When I launched my 7 Fund with Unicef, I made a commitment to do everything I can to make the world a safer place for children and to speak out on issues that are having a devastating impact on children’s lives. One of those issues is violence. Every five minutes, somewhere in the world, a child dies from violence. Millions more are in danger of physical, emotional and sexual abuse that could destroy their childhoods forever.
Last year I visited Cambodia with Unicef where I met and listened to children tell me about terrible violence they have experienced. I was shocked by what I heard and I saw how violence can leave deep and lasting scars. No child should have to endure this … I hope this new project will draw attention to this urgent issue and inspire action.
This is an impressive project. He gave his word to help the world’s most vulnerable children 10 years ago, and he is doing it with drawing all the awareness on.