Ads for the 'all-Ukrainian cleaning' hope to encourage citizens to clean up the country using the visages of long dead dictators. Each of the print ads depict a different dictator's face imprinted on a piece of trash. Along with the image of evil-imbued garbage is the message, "Get rid of it before it gets rid of us!"
The ads were commissioned to promote the civic anti-litter movement of 'Let's Do It!' The events ask people to volunteer their time and pick up the trash. In this case, ad agency Tabasco created the ads to promote 'Let's Do It Ukraine!' The ad agency hoped to reduce complacency attaching the hatred that people have of the deceased villains to litter. Tabasco used the visages of Hitler and Osama in order to inspire citizens to help clean up the streets of Ukraine.
A Campaign for 'Let's Do It Ukraine!' Imbues Trash with Evil
1. Image-driven Activism - Using powerful imagery and symbolism, campaigns are utilizing visual representations to inspire citizen participation and social change.
2. Reverse Association - By associating trash with the image of dictators, these ads are challenging conventional perceptions and leveraging negative emotions to drive action.
3. Psychological Messaging - This campaign taps into the psychology of fear and disgust to motivate people to take action against litter and environmental negligence.
1. Advertising and Marketing - The advertising industry can explore unconventional messaging and imagery to captivate audiences and provoke action.
2. Environmental Activism - Environmental groups can adopt creative and provocative campaigns to capture public attention and mobilize participation in clean-up initiatives.
3. Public Awareness and Education - Organizations focused on raising awareness and educating the public can use psychological messaging and powerful imagery to ignite interest and action.