REPUBLICA HAVAS REVEALS THE CHILD BEHIND ‘A MINOR CRIME’ FOR AMIGOS FOR KIDS
Launched during April, National Child Abuse Prevention Month, the audio campaign reframes crime as a symptom, not an endpoint
MIAMI (April 27, 2026) – Children who grow up without protection, guidance, or love are nine times more likely to become involved in criminal activity as adults [i] Nine times. Yet, as a society, we often treat crime as an endpoint rather than a symptom. We invest heavily in prisons, courts, and enforcement, and 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 disconnection between neglected child and adult offender sits at the heart of A Minor Crime, a poignant new campaign created by Republica Havas for Amigos For Kids, 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 arrives as the nonprofit marks its 35th anniversary, a milestone that makes its central message even clearer: the earlier we intervene, the better the outcome for children and the communities we share.
The campaign unfolds across three audio spots, The Visit, The Verdict, and The Interrogatory. Each begins inside the criminal justice system, a counselor, a jury, 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 says it plainly: 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,” said 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,” said 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,” added Hauri.
“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,” said Karina Pavone, President and CEO of Amigos For Kids.
A Minor Crime launched across audio and digital platforms throughout April.
About Amigos For Kids
Amigos For Kids is a Miami-based nonprofit organization dedicated to strengthening families and preventing child abuse and neglect through early intervention, education, and comprehensive support services. For more than 35 years, Amigos For Kids has served children and families across Miami-Dade County through a continuum of programs that includes afterschool and summer enrichment, positive parenting education, family stabilization services, and community-wide prevention initiatives. By addressing the root causes of family instability and equipping caregivers with the tools they need to thrive, Amigos For Kids helps ensure that every child has the opportunity to grow up safe, supported, and prepared for a bright future. Learn more at www.amigosforkids.org
About Republica Havas
Republica Havas is a global communications company providing culture-forward marketing solutions to Fortune 500 and blue-chip brands through its Creative, Media, Health and Wellness, and Consumer Experiences divisions. The Miami-based agency has earned numerous international awards, including Cannes Lions, Effies, Clios, and Ojos. Founded in 2006, Republica Havas is an NMSDC-certified company and serves as the lead multicultural partner of Havas, one of the world’s largest communications groups, with more than 700 agencies in over 100 countries. For more information, visit republicahavas.com and follow @republicahavas on social media.
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CREDITS
Client: Amigos for Kids
President and CEO: Karina Pavone
Marketing Manager: Idelys Fraguela
Agency: Republica Havas
Co-Founders:
Creative Chairman and President: Luis Casamayor
Chairman and Chief Executive Officer: Jorge A. Plasencia.
Chief Operating Officer: Anthony Bianco.
Executive Director and Chief Experience Officer: Gus Fernandez
Executive Creative Director: Federico Hauri
Creative Director: Ali Armas
Art Director: 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
Audio:
Broadcast Media Production:
Indiehouse
Executive Producer: Roger Dominguez
Sound Designer/Audio Engineer: Luis Gómez
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