Republica Havas and Amigos For Kids are using audio storytelling to challenge how society thinks about crime, punishment and prevention in a powerful new campaign launched during National Child Abuse Prevention Month.
Titled “A Minor Crime,” the campaign centers on a stark idea: Inside every adult criminal is a hurt child. The work unfolds through three audio spots — “The Visit,” “The Verdict” and “The Interrogatory” — that initially place listeners inside familiar criminal justice scenarios before abruptly shifting perspective. Listen below:
What sounds like the interrogation or judgment of an adult offender is instead revealed to be the voice of a child. Not reflective or innocent sounding, but angry, defensive and emotionally raw.
That contrast is the point.
The campaign seeks to collapse the emotional distance between adult criminality and childhood trauma, reframing crime not simply as an endpoint, but as the long-term consequence of neglect, instability and lack of support.
“At Republica Havas, we believe creativity can drive meaningful change,” said Jorge A. Plasencia, Co-Founder, Chairman and CEO of Republica Havas and Co-Founder and Chairman Emeritus of Amigos For Kids. “If we want to address crime meaningfully, we must start with the child,” Plasencia added.
The campaign coincides with the nonprofit’s 35th anniversary and highlights the organization’s decades-long focus on early intervention, parenting support and family services across South Florida.
According to the campaign, children who grow up without protection, guidance or emotional support are significantly more likely to become involved in criminal activity later in life.
Republica Havas Executive Creative Director Federico Hauri said audio became the ideal medium because of its intimacy and emotional immediacy. “Sound is uniquely intimate. It pulls you in,” Hauri said. “The moment that child’s voice comes through, the distance disappears.”
Amigos For Kids President and CEO Karina Pavone emphasized that the campaign reflects realities the organization sees every day through its work with vulnerable children and families. “When we invest in children and support parents early, we can change life trajectories and interrupt cycles that would otherwise lead to far more serious outcomes,” Pavone said.
“A Minor Crime” ran throughout April across audio and digital platforms. And honestly, in a media landscape overloaded with statistics and outrage, the campaign’s decision to focus on a child’s voice instead of a criminal record is what gives it its punch.
CREDITS:
BRAND: Amigos for Kids
- President and CEO: Karina Pavone
- Marketing Manager: Idelys Fraguela
AGENCY: Republica Havas
- Creative Chairman and President: Luis Casamayor
- Chairman and Chief Executive Officer: Jorge A. Plasencia.
- Chief Operating Officer: Anthony Bianco.
- Executive Director and Chief Experience Officer: Gus Fernandez
- Executive Creative Director: Federico Hauri
- Creative Director: Ali Armas
- Art Director: Ali Armas / Karla Davila
- Copywriter: Federico Hauri /Ali Armas / Karla Davila
- Editor: Edson Smitter
- Executive Producer: Gino Diaz
- Account Director: Ana Del Río Chong
- Broadcast Media Specialist: María Echeverria
- Senior Communications Lead: Anahid Shahrik
Audio:
BROADCAST MEDIA PRODUCTION: Indiehouse
- Executive Producer: Roger Dominguez
- Sound Designer/Audio Engineer: Luis Gómez
REELated:
