The NFS Stuttering Billboards Teach Compassion
Susan Keefe — September 9, 2011 — Marketing
References: yrnotjustfilm.nl & creativecriminals
The Amsterdam-based advertising firm ‘Y&R Not Just Film’ recently released a series of stuttering billboards for the NFS, the Dutch Stuttering Foundation. The billboard’s unique frame was designed by JC Decaux, a UK company specializing in outdoor advertising. These skipping billboards simulate visually the auditory experience of conversing with a person with a speech impediment. The billboard encourages its viewers to cut stutterers a little slack and learn the virtue of patience.
Aside from its intriguing layout and frame, the ad is simple and direct. “Be patient with people who stutter,” the billboard subtly requests in plain black type on a stark white background. The lack of adornment on the billboard increases the potency of the message and does not inhibit the overwhelming visual impact of the piece. With one glance at these stuttering billboards, the viewer can at once understand the frustration associated with the speech impediment while appreciating the downright cleverness of ‘Y&R Not Just Film’ and JC Decaux’s design.
Aside from its intriguing layout and frame, the ad is simple and direct. “Be patient with people who stutter,” the billboard subtly requests in plain black type on a stark white background. The lack of adornment on the billboard increases the potency of the message and does not inhibit the overwhelming visual impact of the piece. With one glance at these stuttering billboards, the viewer can at once understand the frustration associated with the speech impediment while appreciating the downright cleverness of ‘Y&R Not Just Film’ and JC Decaux’s design.
Trend Themes
1. Empathy Marketing - The use of emotional appeals in advertising to strengthen brand affinity and foster greater understanding and compassion for marginalized groups.
2. Inclusive Design - Design that aims to create an accessible and equitable experience for all users, regardless of physical, cognitive, or sensory abilities.
3. Social Impact Advertising - The use of advertising as a means to promote social good and spark conversations about important social issues.
Industry Implications
1. Advertising - Opportunities to create more impactful and socially conscious messaging that resonates with consumers on a deeper level.
2. Design - Opportunities to rethink traditional design practices and create more inclusive and accessible products and experiences.
3. Advocacy - Opportunities to leverage advertising and design to advance important causes and create positive social change.
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