Starting from the striking insight that one in ten children worldwide grows up without parental care or a safe home, BBDO created a series of AI-generated visuals of familiar starter packs — but without any contents. No parent, no caregiver, no support. Just an empty box. 

The campaign makes smart use of stopping power — images that make you stop scrolling and pay attention. Precisely through their emptiness, the visuals speak volumes about the absence and loss millions of children face every day. 

With this campaign, SOS Children’s Villages aims not only to raise awareness but also to highlight their ongoing publications and initiatives. 

The campaign runs on social media, where the empty starter packs are quickly picked up and shared. The project demonstrates how creativity and technology can come together to make a difference.