Educate Your Children or Watch Them Die

Another variant of the infamous 'Night Vision' PIF by Fire Kills. This time we're seeing the Helpless Children Left To Suffer In A Burning Home. (Hopefully we'll find the one with The Miserable Old Lady Who Can't Find Her Keys During A Fire some day, too).

It seems like Fire Kills really put an effort into the campaign, seeing how there seems to be a long version for each of the ads, and then an 'anthem' -style advert for all the issues raised.

The campaign was aimed at ethnic minorities and people on low incomes, and thus focusing on issues that could be relevant for them, like living in overcrowded housing or having multiple families living under one roof – like I suspect is going on in here: the dad might've left the kids alone if there was someone else in the house to look after them (or even worse, left them alone if he had no other option but to go to work and leave the children by themselves).

Thanks to Loogi Balloogi for locating the clip – I know these ones are one of the most sought-after PIFs in the community.