This ICBL Campaign Demonstrates Domestic Hazards
Amelia Roblin — June 29, 2011 — Marketing
References: saatchi.co.za & adsoftheworld
If you put your life into perspective against that of people in war-torn countries, you may end up with an image similar to one from this ICBL campaign. The International Campaign to Ban Landmines has enlisted the help of Saatchi & Saatchi advertising of South Africa, in order to deliver a distressing message.
The prints simply assert that "In 66 countries landmines are a part of everyday life," and doesn't this statement contrast sharply to the situation in the Western world? Where your quotidian activities may include vacuuming the carpet, grocery shopping and cutting the lawn, abroad, adults and children alike are risking their lives with every move they make. The ICBL campaign attempts to put the privileged person in those shoes by cleverly cladding him in padded suits as protection against buried bombs.
The prints simply assert that "In 66 countries landmines are a part of everyday life," and doesn't this statement contrast sharply to the situation in the Western world? Where your quotidian activities may include vacuuming the carpet, grocery shopping and cutting the lawn, abroad, adults and children alike are risking their lives with every move they make. The ICBL campaign attempts to put the privileged person in those shoes by cleverly cladding him in padded suits as protection against buried bombs.
Trend Themes
1. Distressing Messaging - ICBL's campaign demonstrates the power of using distressing messaging to promote awareness of important issues.
2. Contrasting Perspectives - ICBL's campaign highlights the stark contrast in perspectives between those living in war-torn countries and those living in the Western world.
3. Visual Metaphors - ICBL's use of visual metaphors, such as padded suits, can effectively communicate complex and sensitive messages.
Industry Implications
1. Non-profit - Non-profit organizations, such as ICBL, can leverage creative advertising campaigns to raise awareness and promote action.
2. Advertising - The success of ICBL's collaboration with Saatchi & Saatchi demonstrates the potential for agencies to use their creativity to drive social impact.
3. Media and Communication - Using creative messaging and visuals can be a powerful tool in media and communication to educate and inspire action on important social issues.
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