Landmines

via WMML

Australian agency Publicy Moho created this thought-provocing campaign against landmines. As you rip the corner off the ketchup sachet you are left with a one-legged bleeding victim.

"Using a ketchup sachet, we demonstrated the horrific nature of living in a land mine affected country and how much a part of everyday life that horror is. The idea is simple: as you tear open the sachet you also rip through the child's leg and the ketchup inside pours out like blood.", says Publicis Mojo.

via So Long As It Is Black


Check out calm.org.nz