Children who grow up without protection, guidance, or love are nine times more likely to become involved in criminal activity as adults.

Yet society often treats crime as an endpoint rather than a symptom, investing heavily in prisons, courts, and enforcement. Those systems matter, but far less attention is paid to what comes before – in the home, in the child, in the family that needs support.

That disconnect between neglected child and adult offender becomes the focus of A Minor Crime, a campaign created by Republica Havas for Amigos For Kids, that launched this April during National Child Abuse Prevention Month.

For more than three decades, Amigos For Kids has provided early intervention, family support, and positive parenting programs to South Florida families before situations reach a breaking point. The campaign coincides with the nonprofit’s 35th anniversary and underlines its mission’s message – the earlier we intervene, the better the outcome for children and the communities we share.

The campaign’s three spots, The Visit, The Verdict, and The Interrogatory, each begin with an individual inside the criminal justice system facing a counsellor, a jury, or a voice of authority. The listener expects an adult response. Instead, they hear a child. Not reflective. Not remorseful. Defiant. Disrespectful. Unfiltered.

The contrast is deliberate, placing a child’s voice in spaces reserved for adult offenders and collapsing the distance between who we judge and who they once were. The tagline notes, Inside every adult criminal is a hurt child.

“At Republica Havas, we believe creativity can drive meaningful change. A Minor Crime was created to confront a truth often overlooked, that too many adult offenders were once children who lacked protection, guidance, and support. The campaign reflects a reality I have witnessed for decades through Amigos For Kids. When children are supported early, outcomes change. If we want to address crime meaningfully, we must start with the child,” stated Jorge A. Plasencia, co-founder, chairman and CEO of Republica Havas, and co-founder and chairman emeritus of Amigos For Kids.

“We wanted to create something you couldn’t easily ignore,” added Federico Hauri, executive creative director, Republica Havas. “Sound is uniquely intimate. It pulls you in. The moment that child’s voice comes through, the distance disappears. That is where we wanted people to be, in that uncomfortable space between who society has written off and who they were before anyone stepped in. That is where prevention lives.”

“At Amigos For Kids, we see every day what happens when families don’t receive support early enough. This is not theoretical for us—it reflects the reality of the children and families we serve. We are grateful to Republica Havas for bringing this message to life in such a powerful and compelling way. 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. Prevention is not abstract—it’s practical, it’s urgent, and it’s how we create lasting change for our community,” commented Karina Pavone, president and CEO of Amigos For Kids.

The full campaign, A Minor Crime, is running across audio and digital platforms throughout April.

Credits:

Client: Amigos for Kids
President & CEO: Karina Pavone
Marketing Manager: Idelys Fraguela

Agency: Republica Havas
Co-Founder, Creative Chairman & President: Luis Casamayor
Co-Founder, Chairman & Chief Executive Officer: Jorge A. Plasencia.
Chief Operating Officer: Anthony Bianco.
Executive Director & Chief Experience Officer: Gus Fernandez
Executive Creative Director: Federico Hauri
Creative Director: Ali Armas
Art Directors: 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

Broadcast Media Production: Indiehouse
Executive Producer: Roger Dominguez
Sound Designer & Audio Engineer: Luis Gómez