Advertisement

Scarlett

Campaign
Agency Network: 
Published/Aired: 
May 2012

Description

Problem: The problem is that it has no public support because of the prejudice people have towards prostitution. In order to get support, AMMAR needed to change the way in which people see sex workers. All this, with a very low budget and a strong media restriction.

Idea: We reinvented the most popular communication media of the sex industry in Buenos Aires: Prostitute Calling Cards. We turned them into unfolding cards and placed them all over the city. When opened, the cards expose the real life of a sex worker, changing the picture people had of prostitution and increasing the awareness of this issue.

Results:
• Prostitute calling cards are being used for the first time ever, not as a communication media to promote prostitution but as a media to protect their rights.
• With a simple and cheap paper print, awareness was raised on this delicate issue.
• Visits to AMMAR’s site increased 30% and phone calls 45%.
• The subject was socially installed for its public discussion.
We reinvented the sex worker’s most iconic media to promote their protection.

Print advertisement created by Ogilvy, Argentina for Ammar, within the category: Public Interest, NGO.

Log in or register to post comments
bakamono's picture

Its nice but does it mean all prostitutes are house wifes or single mothers? One would be enough.

bakamono
Activity Score 1002

because therefore it is

kleenex's picture

I like all three ads.

kleenex
Activity Score 52706
Web Designer/Developer
iamcreative's picture

nice art

iamcreative
Activity Score 262
gonndo's picture

The use of media is really clever, but what about the people who don't receive this kind of ads very often?? I think it needs another media...

gonndo
Activity Score 1094
Copywriter |

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

lauracripps's picture

i like!

lauracripps
Activity Score 20
Other
agk's picture

nice

agk
Activity Score 81

Amruta

Advertisement