11 AM | 23 Oct

Kids Describe Their Real-World Superheroes in Save the Children’s Empowering New PSA

children

A film crew investigates “superhero” sightings in India, Kenya and Mexico, interviewing needy kids in this touching spot for Save the Children.

“They did something magical and the maize grew from the ground,” one child says. “He came and destroyed the mosquitoes,” reports another. “She flies with the clouds and she gives water,” says a third.

These are real kids, not actors, and their performances infuse this minute-long pseudo-documentary with considerable energy, charm and emotional resonance. Of course, the superheroes in question aren’t of the Justice League variety, a point conveyed with great poignancy and perfect pitch by creative agency Don’t Panic and Unit 9 directors Greg Hardes and Jacob Proud.

“The key to this project was the imagination of the kids,” says Proud. “It was important that we only planted the seed of a story in their minds, and then let them run away with that story in the way only a child can. They were writing the script for us—all we had to do was turn the camera on and let their imaginations run wild.”

To read more, click here.