Prague - During the second half of January, non-profit organization NaZemi and Saatchi & Saatchi Prague shocked a great number of mothers and fathers with their provocative campaign proposing that parents send their children to work.
Leaflets offering jobs, and a list of the positive effects that work could have on children, appeared in residential areas, at playgrounds and near primary schools in large cities in Czech Republic. They provoked debates on several blogs and Facebook. The campaign continued the following week in the press, radio, and public transport, as well as online.
NaZemi, the Czech Republic's leading society for fair trade, chose this route as a non-traditional way to draw attention to the thousands of children in under-developed countries who work hard for many hours a day in pitiful conditions. By bringing the everyday reality for families in these countries into the daily lives of their Czech counterparts, the campaign succeeded in its aim to raise discussion about child labour and its acceptability.