Some are born with silver spoons in their mouths. Some are born with poverty and misery as their buddies. Destiny often draws the line and rules the ground until it blows the final whistle. To those who are born with an unkind intellectual design by this weird destiny, here is this campaign.
The R-word campaign by BBDO, New York, appeals the world not to use the word âretardâ. The campaign suggests that This R-word is offensive just like other terms which we consider as offensive or racial.
When the R-word is used deliberately or otherwise, we are humiliating millions of people who are different from the majority.
What is the aim of a social awareness ad? To move our collective social psyche, that is, literally move us and make the desired change. I believe this campaign will make a positive change in our attitude.
The images are blurred, trying to make an impact. But, Sadness has no colour. The headlines are negative. But, remember not everything in this world is positive. Negative emotions play a greater role in social awareness campaigns.
Credits:
Advertising Agency: BBDO New York, USA
Chief Creative Officers: David Lubars, Bill Bruce
Creative Director / Art director: James Clunie
Creative Director / Copywriter: Pierre Lipton
Via: Ads of the world
