Changing Faces: Don't judge a paper by its cover
David Mortimer and Rob Ellisadam&eveDDB London and COG Research
Summary
Disfigurement has long been used as a shortcut for evil, reclusive personalities and disturbed minds, albeit one we' re sure wouldn't affect how we treat people in real life. The trouble is, when a member of the public sees these "evil" characters struggling at school or applying for a job, the hidden prejudice kicks in and prevents those with a disfigurement from getting the opportunities they deserve.
By ignoring our audience's idealised opinions, and instead targeting their subconscious actions, Changing...