The OTOT ad campaign may be quite simple, but it brings to light a common struggle faced by children and teenagers who are forced to live on the streets: They grow up way too quickly. This is depicted in a very literal way through the premature aging of a young girl. Yet the image is powerful.
Conceived and executed by Fcb, an ad agency based in Tel-Aviv, Israel, the OTOT ad campaign essentially promises a "door to a new life." This public interest campaign will encourage people to look at the homeless with fresh eyes, imagining what exactly they might be going through and trying to help in any way they can. Perhaps that might even be to get involved with this particular organization. The OTOT ad is clearly a call to action, after all.
Aged Child Campaigns
The OTOT Ad Campaign Targets Youth at Risk to Help Open Doors
Trend Themes
1. Youth at Risk Advocacy - There is an opportunity for organizations and individuals to advocate for youth who are at risk and living on the streets, by supporting campaigns such as OTOT.
2. Creative Public Interest Campaigns - As seen with the OTOT ad campaign, there is a trend for using creative and powerful visuals to gain attention for important social issues.
3. Adopting a Different Perspective - There is an increasing trend towards encouraging empathy and understanding, as demonstrated by the OTOT campaign's aim to encourage people to look at the homeless with fresh eyes.
Industry Implications
1. Non-profit Organizations - This campaign highlights the potential for non-profit organizations to use creative and emotionally-driven campaigns to raise awareness about important issues and encourage public support.
2. Advertising and Marketing - Opportunities exist for professionals in advertising and marketing to develop impactful campaigns that address social issues and invoke an emotional response from viewers.
3. Youth Advocacy - The OTOT campaign showcases the need for youth advocacy organizations to explore different approaches to raising awareness about the issues and challenges faced by at-risk youths.