The poster campaign was launched to raise awareness among drug users in first world countries. This campaign is portraying what is happening behind the drug war and the children involved in developed countries. 

Its a fact that many drug users don’t realize or care about where the drugs come from or how many kids have been forced or persuaded to work for drug cartels. Mexico has some states where organized crime has sparked violence leaving behind kidnappings and missing people. This environment along with poverty, leads many children to join organized crime. Since 2006, data shows that more than 7,000 children and minors involved in drug trafficking have been detained.