The new campaign for Beyond Social Services sends the message that no matter how convoluted and complicated life can be for teenagers who find themselves entertaining criminal pursuits, there is a way to untangle that madness and make life make sense again.
By literally rearranging the letters of words such as "college dropout" and "teen gangster," the posters show that these labels can be easily switched to "Doctor Lou Lee (GP)" and "Seargeant Teng" respectively. Created by Singapore advertising agency Publicis, the campaign targets the stigma that surrounds teenage delinquents in Singapore who are seen as having no hope for the future.
Through this advertising campaign, Beyond Social Services strives to rearrange the way the public sees juvenile delinquents, demonstrating that better lifestyles are possible.
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