The Burns Support Group
The Burn Support Group is a New Zealand charity that is committed to
preventing burn-related accidents and caring for burn survivors.
But like any charity, they need money. So we created a series of
thought-provoking print ads that don't shy away from showing the
severe scars burn survivors have to live with.
We used the insight that people have a natural tendency to stare
at burn survivors to our advantage.
We made people think about what
it means to live with injuries like these – getting their attention
and their money.
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