Australian Childhood Foundation brought up the awareness of parents' neglect towards their children. Realize it or not, most parents did not feel that those small things they did could cause a severe behaviour on the kids on the future.
A set of three advertisement subjects were created and placed around departments stores, kids play zone and school streets where parents and kids usually passed by. The problem of overindulging, rejection and favouritism were the three vital point. Parents were supposed to hold the responsibility of creating the fairness and consistency within kids.
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