# Provocative Social Campaigns The Unzipped Truth Puts Spray Paint Questions on the Streets of NYC By Laura McQuarrie | Published 2014-09-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/spray-paint-questions References: [adsoftheworld](http://adsoftheworld.com/media/outdoor/the_unzipped_truth_food) & [TheUnzippedTruth](http://TheUnzippedTruth.com) The Unzipped Truth is a campaign that's designed to get people thinking with cleverly placed [spray paint questions in public places](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign), so that a discussion can happen online. The Unzipped Truth describes that it "looks at the world through kids eyes, but answers [questions] with the big mouth of an outspoken city girl whose opinions occasionally get her into trouble." Outside of [a fashion boutique](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood), The Unzipped Truth asks: "Why are we slaves to fashion?" or outside a large fast food chain, it wonders, "Are we getting fatter?" After these questions, the campaign makes use of #TheUnzippedTruth to collect opinions on a variety of subjects, including everything from death to aging, literature, art and politics. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 64% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Provocative Social Campaigns:** With the rise of social media, there is an opportunity for brands to take a stand on controversial issues and create conversations that lead to positive change. - **Street Art Advertising:** By using urban spaces to display provocative messaging, brands can create unique, attention-grabbing advertising opportunities that drive engagement and discussion. - **Crowdsourced Branding:** Campaigns that utilize hashtags and user-generated content provide an opportunity for brands to connect with their audience and build a community around their message. ### Who This Affects Most - **Fashion Retail:** Fashion brands can use provocative messaging to prompt consumers to consider the true cost of their clothing and encourage responsible consumption. - **Fast Food:** Fast food chains can leverage provocative messaging to address concerns around the health impacts of their products and promote healthier choices and behaviors. - **Advertising Agencies:** Advertising agencies that specialize in guerrilla marketing and social media engagement have an opportunity to capitalize on the trend of provocative social campaigns and help brands take a bold stance on important issues. ## Related on Trend Hunter - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Unapologetic Women-Centric Campaigns](https://www.trendhunter.com/trends/o-positiv-health.md) - [Playful Creativity-Focused Campaigns](https://www.trendhunter.com/trends/the-world-is-your-canvas.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md)