Print ad: Beyond Social Services: Rearranging Lives

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Top 6: June 26th 2013

In a meritocracy like Singapore's, juvenile delinquents are often stigmatised, seen as hopeless and having no future. To get more volunteers for its youth rehabilitation programmes, Beyond Social Services via Publicis Singapore wanted to show that a juvenile delinquent can become a useful member of society with everyone's support. To express this powerful idea, we used the exact same letters to rearrange a negative past into a positive future. Each "rearrangement of lives" is visualised with arresting typography to grab maximum attention.