This Direct Marketing Campaign Compares a Crack in a Mug to That of a Roof

By: Cadhla Gray - Sep 14, 2015
References: & adsoftheworld
This creative poverty awareness ad employs a direct marketing campaign to remind people of the difficult living situations of the homeless. 'The Mug Leak' image shows a mug with a crack in the bottom of it, spilling coffee onto an imaginary table. Below is a three-step image of the spill happening from the coffee pouring out to the discovery of the crack in bottom of the cup. The final picture is of the bottom of the cup that reads, "If just one leak annoys you imagine what it would be like to live without a roof."

This effective ad makes viewers stop and think about what's worth complaining about and encourages them to help those living with a cracked roof over their head, or perhaps no roof at all. 'Techo,' the organization that employed the ad, is based in Latin America and the Caribbean and seeks to help those living in such situations. The direct marketing campaign is an effective attempt to raise awareness, and in turn donors, for this worthy cause.