# Bloody Flow Chart Ads The Armstrong Foundation Campaign is Dark and Brutal By Meghan Young | Published 2012-10-29 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/armstrong-foundation References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/10/armstrong-foundation-wall-street/) & [tbwa](http://www.tbwa.com) The Armstrong Foundation, not to be confused with the Lance Armstrong Foundation better known as Livestrong, has released a couple of [dark print ads](https://www.trendhunter.com/trends/outdoor-advertising-campaign) that focuses on the brutality of life. The bloodstained cobblestone streets form typical flow charts that visualize the campaign's tag line, “Help us building a better future for them.” By organizing a charitable way to lend a helping hand, the Armstrong Foundation hopes to make a difference in the lives of many. Cleverly and creatively conceived and executed by the ad agency branch [TBWA](https://www.trendhunter.com/trends/pet-ownership)\ Central Asia & Caucasus, the Armstrong Foundation ad campaign may be disturbing, but it sends a very strong message to the public. It was creative and art directed by Juan Pablo Valencia with talented design by Yulia Shevchik and illustrations by G. Arevalo. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 58% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### What's Driving This Trend - **Dark Ads:** Opportunity to create impactful and memorable ad campaigns that push boundaries and challenge societal norms. - **Visualizing Taglines:** Opportunity to use creative visuals to reinforce and strengthen branding messages. - **Charitable Marketing:** Opportunity to merge business goals with social responsibility efforts to create win-win situations for both companies and communities. ### Who This Affects Most - **Advertising:** Opportunity for ad agencies to differentiate themselves by creating bold and controversial campaigns. - **Design:** Opportunity for designers to explore new visual storytelling techniques that are both memorable and effective. - **Nonprofit/charitable Organizations:** Opportunity to partner with brands and ad agencies to create creative marketing campaigns that raise awareness and funds for important causes. ## Related on Trend Hunter - [Creative Cancer Awareness Campaigns](https://www.trendhunter.com/trends/pick-up-your-poop.md) - [Lung Cancer-Awareness Campaigns](https://www.trendhunter.com/trends/marie-keating.md) - [Defiance-Inspired Disease Awareness Campaigns](https://www.trendhunter.com/trends/a-finger-for-hope.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Multi-Level Cancer Awareness Campaigns](https://www.trendhunter.com/trends/united-breast-cancer-foundations.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Transformative Survivor Tattoos](https://www.trendhunter.com/trends/mark-of-life.md)