The Burn 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.