| Sinopsis | This radio ad for Amnesty International was created to support Amnesty’s call for an immediate ceasefire in Gaza during the relentless fighting that erupted in the region in October 2023. The spot was inspired by a heart-breaking image of Saly, a 5-year-old Gazan who died from one of many Israeli bombs that killed innocent civilians. Saly’s listless body was wrapped in a white bed sheet and was being cradled by her devastated aunt. Saly’s mother and brother died in the same attack. At the time of writing, over 5,000 Gazan children were confirmed dead and the most common age of those children was just 5 years old. These children bore no more guilt than any child in Ireland. To move Irish people to action, we wanted to give them a glimpse into what it is like for a parent of a child living in Gaza. The ad begins with a serene, intimate scene: a parent and their 5-year-old child sharing a moment of warmth and playfulness in bed. This familiar, comforting scenario is abruptly disrupted by the sounds of an airstrike, transitioning the narrative from peace to tragedy, reflecting the sudden devastation faced by families in Gaza. |