For me, it’s a rule in advertising : When it comes to a social cause, your ad should be emotionally strong, or let’s say…shocking !
Offend your audience, break those social norms they have got used to. Choose a strong message which can’t go unnoticed, images evoking a powerful feeling: Horror, terror, disgust, love or hate, pity or rage… It may significantly increase attention, benefit memory, and positively influences behavior !
It’s sad how, nowadays, the scene of a homeless man sleeping in the streets has become common. We look at that poor man, sometimes, even not, and we just walk away…like he was just an insignificant part on the sceneryof our everyday’s life.
To raise people’s awareness regarding this sad reality, Samu Social and Publicis Conseil launched this strong campaign under the artistic direction of Alexandra Offe.
Discover and let me know what do you think about it.