NGO's have very good reason to showcase the plight of the destitute in their advertisements. Its just a matter of how different or rather 'creative' they could be in doing so. Not sounding too critical, the ones I'd come across had the usual faces(crying/happy), activities and other such 'mandatories' that aim to gain sympathy from the benefactors. But, along came the Balwadi Night School: Street to School campaign. Simple. Creative. Unique. These words may seem to summarize this well-executed advertisement, but in my opinion, are too insignificant to convey feelings that go beyond words. It had the makings of a sensational advert - excellent visuals which successfully captured the right message - and one that would eventually go on to win India's only gold at the APPIES '10. JWT, the agency behind the advertisement, scouted through the streets of Mumbai (12 nights and 35 streets to be precise) to create what they called as a "live picture book". The use of a 'night' background was an excellent idea; made it more convincing and fitting for a night school. The result: within a month of its release, the school which was forced to shut down due to lack of funds, obtained enough to re-start its operations.
It is what I would like to call, the power of visuals.
Shweta
