The Stop Pain Social Initiative ad campaign focuses entirely on the light at the end of the tunnel. Nevertheless, the predominant darkness that surrounds the bright visions of sailing away on the blue sea and flying a kite on lush green grass is suffocating. It shows that experiencing those happy scenes may be further off than hoped for. According to the ads, "The registration of oral morphine will significantly improve" Ukrainians' lives.
Conceived and executed by Kaffeine, an ad agency based in Kiev, Ukraine, the Stop Pain Social Initiative ad campaign was art directed by Roman Davydyuk and Dima Tsapko with creative direction by Anze Jereb. A perfect visualization of a common adage, the Stop Pain Social Initiative ad campaign may seem dark and depressing, but it is also full of hope.