Most people automatically zone out of any part of a newspaper page showing an advertisement.
This simple, type-led execution about dementia has an interactive hook. Words are sliced out of the copy, illustrating the effect of dementia on the brain. The reader is forced to track down the missing words to get the full sense of the ad.
People don’t like ads. They do like puzzles.
Tags: advertising, awareness, direct mail, direct marketing, donor acquisition, donor development, donor retention, Fundraising, outreach, Press
Hi,
I really like this ad campaign. It not only brings attention to your cause in an interactive way, it allows the reader to identify – at least in some small way- with your cause and those it helps giving them a small taste of the frustration and consequences of dementia.
Well Done.
Shoshanna
How was the response to the campaign?