Print ad: The Times of India: Farmer's Suicides 2

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Taproot India's highly acclaimed print campaign for The Times of India that raises awareness of suicides by farmers in India. Plagued by droughts and crop failure, nearly 300,000 farmers in India committed suicide last year. The agency created portraits of 12 dead farmers using the same object that had been their undoing - dry, burnt hay. Photos of the originals were used as press ads and posters and the originals were sold to raise funds for the families of the farmers.