These striking Mexican PSA ads create portraits of terrified children from thousands of matchsticks.
The ads urge you not to leave matches around children and raise awareness of the fact that â€œ72,000 children were seriously burnt in Mexico last year.â€
The ads were created by Young And Rubicam, Mexico.
Creative Directors: Carl Jones, Adrian Brizuela, Ramiro Plascencia, Art Directors: Arlette Farah, Mario Aguilar, Carl Jones, Photographer: Paolo Gori, Copywriter: Lilianzur Fuentes, Agency Producer: Ivonne Cortes.
Implications - PSAs present the most difficult challenge for an ad agency, as they are faced with the task of translating sensitive subject matter into something that will be widely accepted and understood. The call-to-action in PSAs is much more drastic than the simple "please buy this" call of regular advertisements; PSAs call a consumer to care.