In an effort to change the public perception of sex workers, AMMAR's 'Corner' campaign deceptively helps viewers fix their misconceptions. The ads were pasted onto walls and leveraged corners to get the message across. On one side of the corner is a sex worker. However, as soon as you turn the corner, the scene changes completely with kids being added to the picture. The advertisement then informs the viewer that 86% of sex workers are mothers that are looking for laws to protect them from exploitation.
Created by ad agency Ogilvy & Mather, the campaign plays on your perception for starting results. By helping the viewer realize their own negative preconceptions of sex workers, the ads effectively change views about this sensitive subject.