2009 Winners & Shortlists

Results and Effectiveness

With pro bono campaigns it is usually quite difficult to measure results because we don’t follow up the activity with research. In the case of Asti, the only measure we could use to gauge any sort of response was website traffic. After the insertions ran we did see an increase in site traffic from the region. The client was very happy with the work, and this piece is just the first of many awareness-building activities to follow.

Creative Execution

The idea was to show the damaging effects of an acid attack on the face of a victim. To do so, the consecutive pages of a magazine were purposely glued together. Unsuspecting readers try to separate the pages from each other, only to discover that the pages tear the face of a woman, creating a scarring effect.

Insights, Strategy and the Idea

Acid violence is a form of premeditated violence, usually against women, involving throwing corrosive acid at the face of the victim. Acid violence rarely kills but always destroys lives, often young lives. Acid Survivors Trust International (ASTI) supports organisations working in countries where there is a problem of acid violence. Our objective was to create awareness and help raise funds for the Acid Survivors Trust International.