The Hannah's Arms Campaign Promotes the Sanctity of Life
Meghan Young — May 2, 2014 — Marketing
References: boomtown.co.za & adeevee
At first glance, the Hannah's Arms ad campaign sets a dark and depressing tone and for good reason. Yet people may raise their eyebrows when they notice the struggling women shot in the Hannah's Arms campaign holding tenderly onto trash bags full of garbage. Yet once the tag line is read, it all comes together to maintain the initial somber mood, 'No life should ever be thrown away.' These are no garbage bags at all, but babies made to look like trash.
Conceived and executed by Boomtown, an ad agency based in South Africa, the Hannah's Arms ad campaign provides women who are considering abortion or abandonment with a hotline for help. It was art directed by Tim Jones.
Conceived and executed by Boomtown, an ad agency based in South Africa, the Hannah's Arms ad campaign provides women who are considering abortion or abandonment with a hotline for help. It was art directed by Tim Jones.
Trend Themes
1. Protecting the Sanctity of Life - Disruptive innovation opportunities can be explored in creating campaigns and initiatives that promote the value and protection of human life.
2. Emotive Advertising - There is potential for disruptive innovation in developing creative and thought-provoking campaigns that elicit strong emotional responses from viewers.
3. Addressing Sensitive Topics - Opportunities exist for disruptive innovation in creating advertising and support resources that tackle sensitive subjects like abortion and abandonment.
Industry Implications
1. Advertising - The advertising industry can explore disruptive innovation opportunities by developing campaigns that aim to raise awareness and support for sensitive social issues.
2. Womens' Health - Disruptive innovation opportunities lie in the development of comprehensive support systems, hotlines, and resources for women considering abortion or abandonment.
3. Social Services - Disruptive innovation can be pursued by social service organizations in creating effective outreach programs that offer compassionate assistance to women facing challenging decisions.
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