There are a number of ways that the SOS Children's Villages ad campaign can be read if a person simply looks at the images. Unfortunately, kids can feel invisible for a number of reasons, but in this case they want to be. The tag line reads, "Children ashamed of poverty would rather disappear." This is illustrated by despondent invisible individuals wishing they could blend into the background.
The SOS Children's Villages ad campaign was conceived and executed by the Ogilvy & Mather ad agency branch based in Warsaw, Poland. It was art directed by Joanna Biernacka with creative direction by Jan Majle. The tough images were shot by photographer Jan Kriwol and directed by Jan Macierewicz. They help urge people to donate money for school kits.