27 BIG | OGILVY & MATHER
The appalling realities of the child sex trade mean that an identity for a program that combats such practices must be handled with great care. “We didn’t want to show horrible images that would turn people off,” says Chuck Rudy, art director for BIG/Ogilvy & Mather, who took on the challenge pro bono for The K11 Project.

“We wanted to retain a feeling of innocence, so people could relate and understand that this is a global problem, not just a third-world problem, that we all need to do something about,” Rudy explains. The K11 Project is the brainchild of documentary filmmaker Guy Jacobson, who approached BIG with an appeal for assistance in creating awareness of the problem. Rudy and his team were brought in to create a name for the awareness program—Redlight Children—and then an identity program consisting of a logo, tagline and a compact visual language system based on warning signs. Used online, on college campuses and at speaking events, the system also was employed at a United Nations conference for nongovernmental organizations fighting the sexual exploitation of children. “This became something I couldn’t think of turning my back on,” says Rudy of the process of creating the identity. “It was amazing how many people at the agency jumped on board, including volunteering their personal time to help.” by Tom Biederbeck

Brand Innovation Group, Ogilvy & Mather, New York
CREATIVE DIRECTOR: Chuck Rudy
DESIGNER: Albriton Robbins
COPYWRITERS: Eitan Chitayat, Shambhavi Dasgupta
CLIENT: Guy Jacobson/The K11 Project
CONTACT: www.ogilvy.com