The goal here is to make the campaign more personal, where people begin to relate with childhood. Making the viewer remember how his childhood was so they can realize how important it is to respect children's rights. Most likely they were not in war, in prison, undernourished, but by remembering how it was to be a child one realizes how fragile they are and how important it is to respect their rights.

The images are just to show what can be done (always a different child), there should be a mix of cultures by having african, asian, indian, middle eastern, children from the whole range within their habitat.