This is an ad for Traffick Lights, a student organization from the National University of Singpore, by BBDO Proximity. The organization's goal is to raise community awareness to help prevent sex trafficking.
Message: The copy in the bottom right corner focuses on the rates of sex trafficking in Southeast Asia and asks the audience to join their Facebook group to educate themselves about the problem.
Execution: The images are very graphic with accurate depictions of the conditions that sex workers have to endure. Though there have been a lot of criticisms of how graphic the ads are, I think that they are probably at the intended level. It grabs people's attention and if you're trying to get people to join a cause you first need them to notice your cause. The second effect of the graphic depiction is a lot more subtle. In filling the space with multiple situations depicted in minute detail the audience is forced to spend a lot of time examining each part of the ad, and the longer you look at it the more disgusted you become. It drives the viewer's feelings towards anger, an emotion that is more likely to inspire action. The use of the cartoon style to reinforce that it is children whom are forced into being sex workers is a thoughtful addition.
Strategy: To educate the public about the problem of children sex workers in Southeast Asia and to inspire them towards action.
Success: This ad is not successful in the end. Despite a very thoughtful creative, the lack of any meaningful call to action leads to a failure. The ad purposely enrages and forces the audience to be disgusted by the images that they view, however the suggested action is widely disproportionate to the solution suggested by the ad. You can't just rile up an audience and then ask them to join a Facebook group, if anything it just leaves people angry. So though the execution was very thoughtful the lack of action makes this work a failure.
Found on Copyranter
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