Tag! You’re It (Boy), Tag! You’re It (Girl) - REDHNNA | Clapboard Ad Archive

REDHNNA’s 2018 audio campaign Tag! You’re It (Boy), Tag! You’re It (Girl), crafted by DLBGROUP for the Venezuelan public service sector, confronts the devastating reality of childhood amid the country’s ongoing food shortage crisis through a striking use of metaphor that aligns with what Clapboard’s taxonomy identifies as FORMAT#3—Symbolize the Problem. By invoking the universally familiar children’s game of tag, the campaign subverts the playful innocence associated with childhood to expose a grim narrative where children are compelled to forsake play for the desperate search for food, transforming a moment of joy into a symbol of survival and loss. The campaign’s dual audio assets, each featuring the authentic voice of a child—a boy and a girl—personalize this crisis and broaden its emotional reach, making the abstract statistics of hunger immediate and human. This choice of radio as the medium not only capitalizes on its accessibility in Venezuela but also intensifies intimacy, allowing listeners to connect viscerally with the children’s interrupted play, which becomes a powerful allegory for innocence stolen by systemic failure. Since 2016, Venezuela has faced severe food scarcity, forcing families into precarious conditions, and REDHNNA’s campaign situates this public health emergency within the realm of childhood rights, demanding recognition of the fundamental need for children to experience security and carefree moments. DLBGROUP’s execution avoids graphic or literal depictions of suffering, instead employing sound and the conceptual framework of a game to evoke empathy and urgency without resorting to shock tactics, maintaining dignity for those represented while mobilizing public support for REDHNNA’s human rights advocacy. The campaign earns 63/100 in Clapboard’s global creative archive. Tag! You’re It matters because it demonstrates how public service advertising can elevate social issues through symbolic storytelling that respects its audience’s intelligence while amplifying marginalized voices, signaling a mature approach to cause communication that blends emotional resonance with strategic subtlety.