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.
Stats for Glow in The Dark Ads
Trending: Older & Buzzing
Research: 134,107 clicks in 417 w
Interest: 4 minutes
Concept: Glow In The Dark Ads
Related: 38 examples / 29 photos
Segment: Neutral, 18-35
Comparison Set: 14 similar articles, including: self defense public awareness ads, youth shockvertising ii, and powerful psas.
Glow in The Dark Ads
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