At first glance, the Hannah's Arms ad campaign sets a dark and depressing tone and for good reason. Yet people may raise their eyebrows when they notice the struggling women shot in the Hannah's Arms campaign holding tenderly onto trash bags full of garbage. Yet once the tag line is read, it all comes together to maintain the initial somber mood, 'No life should ever be thrown away.' These are no garbage bags at all, but babies made to look like trash.
Conceived and executed by Boomtown, an ad agency based in South Africa, the Hannah's Arms ad campaign provides women who are considering abortion or abandonment with a hotline for help. It was art directed by Tim Jones.