AMMAR's 'Corner' Campaign Changes Perceptions About Prostitutes
Alexander Lam — May 29, 2013 — Social Good
References: ibelieveinadv
In an effort to change the public perception of sex workers, AMMAR's 'Corner' campaign deceptively helps viewers fix their misconceptions. The ads were pasted onto walls and leveraged corners to get the message across. On one side of the corner is a sex worker. However, as soon as you turn the corner, the scene changes completely with kids being added to the picture. The advertisement then informs the viewer that 86% of sex workers are mothers that are looking for laws to protect them from exploitation.
Created by ad agency Ogilvy & Mather, the campaign plays on your perception for starting results. By helping the viewer realize their own negative preconceptions of sex workers, the ads effectively change views about this sensitive subject.
Created by ad agency Ogilvy & Mather, the campaign plays on your perception for starting results. By helping the viewer realize their own negative preconceptions of sex workers, the ads effectively change views about this sensitive subject.
Trend Themes
1. Deceptive Advertising - The 'Corner' campaign by AMMAR demonstrates the power of deceptive advertising to challenge societal perceptions.
2. Changing Perceptions - The AMMAR campaign shows the potential for advertising to influence public opinion and shift stereotypes about certain groups.
3. Leveraging Surprise - By utilizing unexpected visual transitions, the 'Corner' campaign proves the impact of surprising and captivating advertising techniques.
Industry Implications
1. Advertising - The 'Corner' campaign highlights the innovative strategies that can be employed in the advertising industry to generate emotional responses and challenge conventional thinking.
2. Social Advocacy - The AMMAR campaign illustrates how the power of advertising can be harnessed for social advocacy, raising awareness and encouraging support for marginalized groups.
3. Creative Design - The 'Corner' campaign showcases the potential for creativity and design in advertising to communicate powerful messages and shape public opinion.
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