This print ad for Un Techo Para Mi PaÃs (Youth building a Latin America without poverty), which strives to improve the quality of life of impoverished families through the construction of transitional houses and the implementation of social inclusion program, is taking a cue from the social networking site Facebookâs Like button, but in a uniquely original way.
The print ads, developed by Prolam Y&R, Santiago, Chile, shows painful realities in the word and adds a dislike button on all these ads. The people are asked to contribute UTPMP, if the dislike the situations portrayed in the ads.
CREDITS
Agency: Prolam Y&R, Santiago, Chile
Executive Creative Director: Tony Sarroca
Creative Director: Claudio Wilton
Copywriter: Samer Zeidan
Art Directors: Gonzalo Seguel, Francisco Baes
Account manager: Pancho Cardemil
Via: Osocio
