Don’t believe in fairy tales
Here in The Netherlands NGIZ (Nationaal Instituut voor Gezondheidsbevordering en Ziektepreventie) has launched a campaign to explain people what organ donation is really about. There are a lot misleading information on the issue, that’s why Leo Burnett decided to use the message “Don’t believe in fairy tales”. As you can see, the art direction is excellent, but I actually wonder how many people will actually notice these ads.
These are the print ads I found on Houtlog, but there is also a website. The “Fairy tales about organ donation” site unfortunately isn’t as nicely done as the above the line part of the campaign.
The campaign’s other applications show that the concept is aiming to “fears” in visually/literally very traditional way. All adults are familiar to tales… -Fear of organ donation- is simply addressed by conventional tale’s characters and may be accepted by the subliminal perception easily. (it’s my opinion) Possibly campaign can create awareness to social issue…
In the other hand; I consider such a vital concept could be expressed visually more dynamic and impulsive but I guess they wanted to describe it in clean simple illustrations. Certainly, it is kind an extra ordinary style towards to any aggressive/realistic image of blood or medical sciences that immediately collects in the mind firstly for signifying the primarily health-organ donation fears.
Yes it seems different!..