The Life Foundation Campaign Adresses Asia's Preference for Sons
Leslie Chen — June 12, 2013 — Marketing
References: ogilvy & adsoftheworld
These ads for The Life Foundation will make you stop what you're doing and listen to what they have to say.
Created by Ogilvy & Mather in Ho Chi Minh City, Vietnam, the campaign addresses an important issue that many are aware of, but choose to ignore. The blunt approach of the ads are what make them so powerful; one image reads "160 million Asian babies have been aborted because they lacked an organ vital to life. A penis." The heading in each ad is followed by an article underneath describing in greater detail the issue of Asian girls being abandoned, aborted and killed because of the preference to have a son instead.
Each ad in this campaign for The Life Foundation is also accompanied with the words "Stop The Gendercide."
Created by Ogilvy & Mather in Ho Chi Minh City, Vietnam, the campaign addresses an important issue that many are aware of, but choose to ignore. The blunt approach of the ads are what make them so powerful; one image reads "160 million Asian babies have been aborted because they lacked an organ vital to life. A penis." The heading in each ad is followed by an article underneath describing in greater detail the issue of Asian girls being abandoned, aborted and killed because of the preference to have a son instead.
Each ad in this campaign for The Life Foundation is also accompanied with the words "Stop The Gendercide."
Trend Themes
1. Blunt Gender Equality Ads - Disruptive innovation opportunity: Create bold and straightforward advertisements to generate awareness and provoke action on gender equality issues.
2. Addressing Asia's Preference for Sons - Disruptive innovation opportunity: Design campaigns that confront cultural biases and challenge societal norms to promote gender equality and protect the rights of girls.
3. Campaigning Against Gendercide - Disruptive innovation opportunity: Develop initiatives and messaging that expose the harmful effects of gendercide and encourage society to take a stand against it.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Integrate bold and thought-provoking messaging into advertising campaigns to bring attention to important social issues and drive meaningful change.
2. Nonprofit and Social Organizations - Disruptive innovation opportunity: Spearhead initiatives that raise awareness about gender inequalities and work towards eradicating gender discrimination and violence.
3. Social Activism - Disruptive innovation opportunity: Mobilize grassroots movements and use compelling messaging to advocate for gender equality and change cultural attitudes towards gender preferences.
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