ALPHABETS - Poster

Brief:

It?s a little known fact that currently there are over 1 million child soldiers fighting wars around the world.

Our brief to educate students on this issue and to give them more of of an understanding of the work that Amnesty does.

The ad was designed to drive students to the Amnesty website to discover more, and hopefully join Amnesty too.

Solution:

We chose to communicate the message using the simple device of a child?s alphabet with its images corrupted into war images. Our core message being that in many countries children are quite literally only learning how to fight. Our ad was deliberately designed to be shocking and thought provoking in order to create an impact.

Location/Scale:

Our ads were distributed to colleges and universities throughout the entire country where they were placed on notice boards in common rooms, at student Union bars and in other public areas.

They were also used extensively for recruitment and publicity road shows.