There’s been plenty of awareness campaigns for the situation regarding landmines. I’ve covered a few, but cetainly not all of them. The most impressive one so far is the ‘Handicap’ guerrilla from students of the Miami Ad School, but this one from Australia is also pretty neat. At first I was a little happy because apparently 6000 people less are the victim of landmines, since this ad mentions 20.000 casualties a year and the one from Miami Ad School mentions 26.000. Nevertheless, it’s still far too many. What I like about this ad is that they relocated the field of action to the country where the this campaign runs. It brings the matter closer to the people and makes them even more aware of the situation by making it easy to picture the seriousness of the problem in Afghanistan. The ‘what if it happened to you’ visual is totally cutting. And that’s a strong element to use. Just imagine going out to the store, only to find yourself in a hospital for the next few days and coming home with only one leg and no groceries. And that’s when you’re lucky. All because some army blokes decided to dig in a landmine somewhere (coincidentally where you pass) and ‘forgot’ to pick it up again as the fight relocated or ended.
Copy: (top line) “Renee (Reese?) Smith, 28. Killed by landmine jogging in St. Kilda, Melbourne”
Copy: (bottom line) “In Afghanistan it happens every day”
Also: “20.000 people are killed or maimed by landmines every year. Help us ban them, make a donation at australia.icbl.org”
International Campaign To Ban Landmines | via SeaSpace