United Nations Mine Action Service: Sweeper
Campaign details
Agency: Critical MassBrand: United Nations Mine Action ServiceAdvertiser: United Nations
Summary
The background: Ghosts of war
Every day 10 people are killed or maimed by landmines. Through awareness and funding, UNMAS can make the world mine-free.
The challenge: Out of sight, out of mind
Westerners are worried about countless things -but rarely landmines. How do you solve an issue no one is thinking about?
The insight: Empathy is relative
People care about things that are close to them. We discovered that people are more likely to support...