Such a powerful ambient campaign that catches you off-guard. These Children and Adolescents Reference Center ads are printed in fluorescent ink as to appear normal with a child playing or innocently laying in bed. You are invited to “Turn off the lights and help (Annie / Peter / Emily) overcome his/ her fear of the dark.”
When you turn the lights off, a new image appears revealing a grown man doing improper things with the little kids. A new message is also shown describing the abuse: “You might not see it, but it could be happening. 70% of child abuse cases take place in their own home.”
The campaign is created by EuroRSCG Brasil ad agency in São Paulo with art direction by Daniel Poletto and Kleyton Mourão, and photography by Geison Genga.
Very powerful and very eye opening.
Key Themes Behind This Trend
- Glow-in-the-dark Ads
- The use of glow-in-the-dark ink in advertising to create a surprise element and convey a message in a unique way.
- Interactive Ambient Campaigns
- The use of interactive elements in ambient advertising campaigns to engage the audience and drive a message home.
- Innovative Social Cause Advertising
- The use of innovative and unconventional methods to raise awareness about social issues and bring attention to important causes.
Where This Applies
- Advertising
- Advertising agencies and brands can explore the use of glow-in-the-dark ink and interactive ambient campaigns in advertising to create memorable and impactful campaigns.
- Non-profit
- Charitable organizations can use innovative social cause advertising to create awareness about issues and encourage social action.
- Photography
- Photographers can explore the use of glow-in-the-dark ink and other unconventional media to create impactful and memorable images.
