# Killer Hazardous Substance Ads The Environmental Protection Authority Campaign is Eye-Opening By Meghan Young | Published 2013-11-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/environmental-protection-authority References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/11/environmental-protection-authority-handguns-grenades-assault-rifles/) & [ogilvy](http://www.ogilvy.com) While some people might think that the [Environmental Protection Authority](https://www.trendhunter.com/trends/ban-pfas) ad campaign is a bit dramatic, it certainly opens people's eyes to how dangerous some everyday things can be. It reads, "Exposure to hazardous substances can kill you over time." It illustrates this truth by likening such substances to handguns, grenades and rifles. The only difference is that it may take a little longer. The Environmental Protection Authority ad campaign was conceived and executed by the [Ogilvy & Mather](https://www.trendhunter.com/trends/sun-safety-installation) ad agency based in New Zealand. It was creative directed by Matt Simpkins, Rupert Hancock and Angus Hennah with photography by Lindsay Keats and retouching by Geoff Francis. Overall, the powerful images and message will encourage some people to take necessary precautions. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 29% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Dramatic Safety Campaigns:** Opportunity for businesses to create impactful ad campaigns that raise awareness about product safety. - **Highlighting Everyday Dangers:** Opportunity to educate consumers about the potential hazards of seemingly harmless everyday substances. - **Visual Metaphors in Advertising:** Opportunity for businesses to use powerful visual metaphors to convey important messages in their advertising campaigns. ### Who This Affects Most - **Advertising:** Opportunity for advertising agencies to create impactful campaigns that promote product safety and raise awareness about hazardous substances. - **Consumer Goods:** Opportunity for consumer goods manufacturers to educate consumers about potential dangers associated with everyday products and promote safe usage. - **Photography and Retouching:** Opportunity for photography and retouching professionals to collaborate with ad agencies in creating visually powerful campaigns that convey important safety messages. ## Related on Trend Hunter - [Secure Firearm Campagins](https://www.trendhunter.com/trends/safe-stories.md) - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Provocative Eco Screensavers](https://www.trendhunter.com/trends/planetsaving-screen-savers.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md)