top of page
CHILDHOOD: ONCE IN A LIFETIME
2015

Our second year, in April 2015, to the motto “CHILDHOOD: ONCE IN A LIFETIME”, the slogan “Become part of this story” was added. It aimed at stressing the parental involvement on the children’s lives and focusing on affection, protection and being present and available.

​

We organised a photo exhibition on the street, at Avenida da India, in Lisbon. It was composed by 80 pictures of caretakers (parents and other relatives) together with children and intended to encourage empathy with the people passing by on the street. The slogan: “CHILDHOOD: ONCE IN A LIFETIME. Enjoy it!

​

Again, the campaign was designed with the support of the Research and Social Intervention Centre of the University Institute of Lisbon (Centro de Investigação e Intervenção Social do ISCTE-IUL), with the coordination of Prof. Maria Manuela Calheiros and the collaboration of the National Committee for the Protection of Children and Young People (Comissão Nacional de Proteção de Crianças e Jovens), the Lisbon City authorities and the EDP Foundation (Fundação EDP), the major Portuguese electricity supplier.

​

The campaign took place on outdoor posters from the Lisbon Municipality, on buses and in the subway, and also on social networks.

​

The campaign is composed by a set of four outdoor posters presenting well known public Portuguese personalities - the TV presenter Leonor Poeiras and the actors Carla Galvão, Pedro Teixeira and Filipe Duarte – and also a public photo exhibition (from the photographer Pau Storch) at a Lisbon street (to be confirmed).

​

The 2015 campaign was again created by the advertising agency “It’s Happening” and produced by “Garage”. As in previous years, all the work was a pro bono job, a gift offered to the association “Caminhos da Infância”.

ELECTRICITY MUSEUM      |     28 march 2015

 

CHILDHOOD: ONCE IN A LIFETIME

The 2015 campaign was composed by a set of outdoor posters, a 75 pictures exhibition representing parents with their kids, and other caretakers, by the photographer Pau Storch who created this street gallery.

​

“We wished to engage people, to raise their attention for all the good things daily life has to offer, to show that happiness is in our hands, it’s a choice” - states Inês Poeiras, one of the main persons in charge of the association, concluding : “Even when the daily routine is hard and stressful!”.

​

The final result is marvellous: a huge wall covered by great pictures.

​

"As a family photographer and a father, I felt an appealing need to give and I did not hesitate one second on supporting this project since the beginning. “Like mine, many other families supported this cause/project to show that parental negligence can be avoided despite the social background”, explains Pau Storch.

​

A partnership with the cari construtores (a construction company)- part of the dst group -, and the support of the Lisbon City authorities made it possible to happen in one of the busiest streets of Lisbon.

Eduardo Leite, CEO of cari construtores notes that “by disseminating this message in strategic locations, we help spreading this important message and raising awareness on the common citizen to facts that are often hidden and forgotten, but which are critical for the present and the future of many children”.

​

“You, parents, do care about your kids! They grow up in a lapse of time!” – that is the optimistic idea that the association “Caminhos da Infância” wants to be conveyed. As stresses Francisca Carneiro, from “Caminhos da Infância”, “time goes by really fast and all the support gotten on taking care of our children is necessary and more than welcome! It was marvellous to see the enthusiasm revealed by all the other relatives regarding this project.

​

Several pictures from some project supporters and bloggers, such as, Sónia Morais Santos (blog “Cocó na Fralda”), João Miguel Tavares (blog “Pais de Quatro”) and Rita Ferro Alvim, to whom this campaign produced an important impact when she became a mother (Socorro! Sou Mãe/Help! I am a Mother…), are shown as part of the campaign.

​

Allow yourself to catch this enthusiasm!

bottom of page