"Twelve million American children and adolescents face daily battles with psychiatric disorders, yet childhood mental illness remains stigmatized, under-diagnosed and under-treated," says Dr. Harold S. Koplewicz, founder and director of the NYU Child Study Center, which is dedicated to preventing, identifying and treating childhood psychiatric and learning disorders.
"Left untreated, these illnesses can hold children hostage. That's why we've chosen to deliver our message in the form of a ransom note," says John Osborn, President and CEO of BBDO New York. "We hope the campaign will act as a wake-up call to families, educators and healthcare professionals, and spark dialogue so children can get the help they need."
The umbrella ad for the campaign says 12 million kids are held hostage by a psychiatric disorder. Help a child at
http://www.AboutOurKids.org. Each of the six other ads addresses a specific disorder: ADHD, Asperger's Syndrome, autism, bulimia, depression and obsessive compulsive disorder. Each ad is in the form of a ransom note signed by the disorder with the tag line "Don't let a psychiatric disorder take your child." The notes are as follows (please visit "Ransom Notes" to see all the ads):
• We have your son. We will make sure he will no longer be able to care for himself or interact socially as long as he lives. This is only the beginning…Autism.
• We are in possession of your son. We are making him squirm and fidget until he is a detriment to himself and those around him. Ignore this and your kid will pay…ADHD
• We have your son. We are destroying his ability for social interaction and driving him into a life of complete isolation. It's up to you now…Asperger's Syndrome
These are going to go up in billboards around NYC and published in nationally read magazines. I think the "ransom notes" are demeaning and "untreated" is left rather vague.