REDHNNA's 'Tag! You're It' campaign, created by DLBGROUP in Venezuela in May 2018, used children's voices to call for an end to a two-year food-shortage crisis.
How REDHNNA Used Children's Voices to Confront Venezuela's Food Crisis
"Tag! You're It (Boy), Tag! You're It (Girl)" is a two-part audio campaign created by DLBGROUP for REDHNNA, the Venezuelan Network for the Human Rights of Children and Adolescents, launched in Venezuela in May 2018 to call for an end to the food-shortage crisis that had burdened Venezuelan families since 2016.
REDHNNA commissioned the campaign at a moment when Venezuela's humanitarian situation had reached a critical threshold. The food-shortage crisis, which had taken hold two years before the campaign's release, was forcing families — including young children — to search for basic provisions. The campaign's dual-execution structure confronted that reality directly: two audio pieces, one featuring a boy and one featuring a girl, each using the voice and perspective of a child to carry the message. The campaign's title, drawn from the childhood game of tag, immediately signals its central creative tension — the distance between what childhood should sound like and what Venezuelan children were actually living through in 2018.
DLBGROUP, based in Caracas, produced the campaign for the public interest category, submitting two media assets in audio format. In Venezuela, where radio has long served as a primary mass-communication medium, the choice of audio was both a practical and strategic decision. The campaign was not designed to entertain; it was designed to make the invisible visible, placing the voices of children at the centre of a national conversation about food access, childhood rights, and institutional responsibility. The Clapboard Score for this campaign stands at 63 out of 100, reflecting competent creative framing and genuine social urgency, set against the limitations of a format with inherently restricted reach when placed beside multi-channel public service efforts.
REDHNNA identified children as the most morally urgent lens through which Venezuela's food-shortage crisis could be communicated to a wider public. The organisation's mandate — protecting and advocating for the human rights of children and adolescents in Venezuela — made the food-shortage crisis not merely a humanitarian issue but a children's rights issue, and that framing gave the campaign its strategic foundation.
Venezuela's food-shortage crisis began in 2016 and by the time of the campaign's May 2018 launch had already disrupted the daily lives of millions of families across the country. The decision to use audio rather than visual media was grounded in Venezuelan media realities: radio reaches communities across geographic and economic lines in ways that more production-intensive formats cannot always match. For a public interest campaign operating within the resource constraints typical of non-governmental advocacy work, audio offered both reach and intimacy — a child's voice heard through a speaker carries an emotional directness that written or visual formats can dilute.
Within the public service advertising landscape, campaigns addressing child welfare in contexts of acute humanitarian crisis occupy a distinct and demanding creative space. Organisations such as UNICEF and Save the Children have established global benchmarks for this category, often deploying high-production visual storytelling across international platforms. REDHNNA's approach with DLBGROUP differed by working locally, in the Venezuelan vernacular, with children whose experience of the crisis was immediate rather than representative. That specificity is both the campaign's competitive distinction and its limiting factor: it speaks with precision to a Venezuelan audience but was not structured for international amplification. The strategic choice to stay close to the community the campaign served reflects a clear-eyed understanding of REDHNNA's role and reach within Venezuela in 2018.
Chief Creative Officer Okarina Castaño led the creative direction at DLBGROUP for "Tag! You're It (Boy), Tag! You're It (Girl)," with Óscar González serving as Creative Director and copywriting shared between Jhoselin Rivas and Tomás Berroterán. Music and mixing were handled by Luis Manuel Emmanuelli, whose work shaped the sonic texture of both executions. Larry Hernández served as Chief Executive Officer of DLB Group across the campaign's production.
The creative device at the centre of both audio pieces is one of deliberate juxtaposition. The game of tag — a universal symbol of carefree childhood — is used as an entry point before the listener is brought face to face with the reality that Venezuelan children in 2018 were not simply playing. The title itself performs this contrast: "Tag! You're It" is a phrase that belongs to the playground, but in the context of Venezuela's food-shortage crisis, it carries a different weight entirely. Each execution is individualised by gender — one boy, one girl — a structural choice that resists abstraction and insists on the particularity of each child's experience.
The audio format demanded that every element of craft operate through sound alone. Emmanuelli's music and mixing work was therefore not incidental but constitutive: the emotional arc of each piece depended on the relationship between voice, sound design, and silence. Produced in Caracas by DLBGROUP, the two assets demonstrate an economy of means that is characteristic of the most effective radio-based public service advertising. By refusing to over-produce or over-explain, the campaign trusted its audience — and trusted its children — to carry the message. Production credits for the campaign are documented through Clapboard's archive and corroborated by hhdb.com, though a director credit is not publicly identified in available records.
No verified performance data for "Tag! You're It (Boy), Tag! You're It (Girl)" is publicly available. No award recognition from Cannes Lions, the Effies, The One Show, or D&AD has been documented in connection with this campaign, based on available records at the time of this analysis.
Structural effectiveness, however, can be assessed on the basis of creative integrity and strategic alignment. The campaign's two-asset audio format — one execution per child — demonstrates a disciplined creative architecture that avoids the common public service pitfall of trying to carry too much argument within a single piece. Each spot stands alone as a complete emotional statement while gaining additional resonance when experienced as a pair. The gendered split is not a token gesture; it reflects an understanding that the crisis affected boys and girls in ways that may differ, and that representing both individualises the appeal rather than flattening it into statistics.
Within the constraints of a Venezuelan radio public service campaign operating during a period of acute national crisis in 2018, DLBGROUP produced work that aligns its form — intimate, voice-led, locally produced audio — with its function: compelling individual listeners to confront a collective failure. The campaign's Clapboard Score of 63 out of 100 positions it as solid, purposeful public interest work that demonstrates clear creative thinking and genuine emotional commitment, while noting the inherent reach limitations of a single-medium, domestically focused audio campaign in the context of a crisis that warranted the widest possible audience.
"Tag! You're It" is a 2018 Venezuelan public service audio campaign by REDHNNA and DLBGROUP addressing the food-shortage crisis. Two audio executions — one featuring a boy, one a girl — use children's voices to contrast ordinary childhood play with the reality of Venezuelan children searching for food for their families.
DLBGROUP created the campaign, led by Chief Creative Officer Okarina Castaño and Creative Director Óscar González. Copywriters Jhoselin Rivas and Tomás Berroterán wrote the scripts, Luis Manuel Emmanuelli handled music and mixing, and Larry Hernández served as Chief Executive Officer of DLB Group on the project.
REDHNNA and DLBGROUP chose audio because radio reaches Venezuelan audiences broadly across geographic and economic lines. In a country where the food-shortage crisis was affecting communities nationwide, the format offered reach and emotional intimacy, allowing a child's voice to carry the message directly to listeners in 2018.
Venezuela's food-shortage crisis began in 2016 and was actively disrupting family life by the time REDHNNA launched this campaign in May 2018. The crisis forced families, including young children, to search for basic provisions, making it a children's human rights issue central to REDHNNA's mandate as a child-advocacy organisation.
The Clapboard Score for "Tag! You're It (Boy), Tag! You're It (Girl)" is 63 out of 100. The score reflects strong creative alignment and genuine social urgency in addressing Venezuela's food crisis, balanced against the inherent reach limitations of a single-medium audio campaign without documented award recognition or verified audience performance data.
No award recognition for "Tag! You're It (Boy), Tag! You're It (Girl)" has been documented from Cannes Lions, the Effies, The One Show, or D&AD, based on records available at the time of this analysis. The campaign remains notable for its creative integrity and its direct engagement with the Venezuelan food-shortage crisis of 2018.
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