What do the portraits of Pakistani children on the country’s trucks do? It is not a simple artistic gimmick, but one countryside launched by Berger Paints with the aim of find disappeared children.
In Pakistan it is a tragically common phenomenon: every year over 3,000 children disappear, often displaced in the most remote areas, where the chances of finding them are extremely limited.
The project, entitled Truck Art Childfindercreated in collaboration with Bbdo Pakistan, the artist and activist Samar Minallah Khan and the NGO Roshni Helpline, exploits the popular local art known as Truck Art To bring the children back home.
Truck art is an artistic tradition very rooted in the country and since the decorated trucks travel thousands of kilometers, crossing the whole nation, are the ideal means of spreading the portraits of the missing children, reaching also the most isolated areas, accompanied by a telephone number to collect information from anyone who may have seen them.
So Proud of My Amazing Truck Art Team For Making This Campaign Happen! Thanks to Roshni Organization and the Messages …
Posted by Samar Minallah Khan on Saturday, August 7, 2021
In this way, art becomes a powerful tool for awareness, which combines creativity, innovation and a tangible social impact.
From the beginning, the campaign proved to be very productive: in the first four weeks three children were found, not to mention the over 3,000 calls received, of which 500 contacts considered significant. And gradually over time, thanks to the continuous diffusion of portraits on the trucks, many others have been found.
Sources: Dandad/Caples
