Landmines and Daily Chores

The International Campaign to Ban Landmines (ICBL) is running a print advertising campaign called “Daily Chores”. It has been designed to highlight the dangers landmines pose to everyday life and drive people to their website – www.icbl.org

The imagery of a person doing daily chores in a bomb suit (shopping, mowing the lawn and vacuum cleaning) seems bizarre at first… until you read the line: “In 66 countries landmines are a part of everyday life.” 26,000 people fall victim to landmines each year while going about their everyday lives. This translates to 71 people dying each day while doing ordinary things like mowing the lawn or shopping for groceries – conceived by Cape Town-based agency Saatchi & Saatchi, these ads really drive home the message.

Via – adsoftheworld.com