Indian Association for Promotion of Adoption and Child Welfare has launched this touchy and effective print advertisement campaign to persuade people to adopt a child. The campaign was undertaken with a view to find a home for orphan or deserted children so that they can have a family. The organization works to help these unprivileged children who are in dire need. The advertisements are showing children are hugging adult mom and dad who are acting like kids.
This portrayal was deliberate to show that if one adopts a child will get more than what he or she will concede. And to express this idea the campaign decoded things upside down, means children as grown mom or dad and mom and dad have been depicted as children. The presentation of the advertisements is really strong and effective. The copy reads as, ‘Adopt. You will receive more than you can give.’ The campaign was developed by Ogilvy&Mather.
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