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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.