Print ad: Burn Support Group: And now, please take a moment to stare at the copy.

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The Burn Support Group is a New Zealand charity that is committed to preventing burn-related accidents and caring for burn survivors. But like any charity, they need money… So we create a series of thought-provoking print ads that don’t shy away from showing the severe scars burn survivors have to live with. We used the insight that people have a natural tendency to stare at burn survivors to our advantage. And we made people think about what it means to live with injuries like these – to get their attention and their money.