AI.BI Amici dei Bambini
What does a newborn see?
This is what a voiceover asks at the beginning of the commercial devised for Ai.Bi. Amici dei Bambini, a non-profit organization which has been struggling against the scourge of child abandonment since 1985.
A baby’s first days of life are magical: shadows and lights blend together, shapes are blurry stains of colour.
But as the baby focuses on the world surrounding them, what is there awaiting is not always a welcoming environment with parents’ smiling faces.
The aim of this videoclip is to invite the viewer to discover the extent of the child abandonment scourge, having them see it from the point of view of those who live the problem themselves.