FCB depicts harrowing scenario in land-mine spots

By JOHN TYLEE, campaignlive.co.uk, Friday, 17 December 1999 12:00AM

A new ad initiative to draw attention to the lingering menace of land-mines all over the world will break this week in Britain.

A new ad initiative to draw attention to the lingering menace of

land-mines all over the world will break this week in Britain.



TV, cinema and posters are being used to hammer home the message on

behalf of the Mines Advisory Group, a charity dedicated to clearing

land-mines.



Banks Hoggins O’Shea FCB has given its services free to produce the

campaign, which will attempt to sweep away what the charity says is the

public perception that the problem of land-mines no longer exists.



It claims this perception has grown since the death of Diana, Princess

of Wales, the most high-profile champion of land-mine victims.



The commercial spearheading the campaign features a small girl playing

in the countryside near her home. She skips along unaware of the danger

she is in but the viewer sees what looks like a land-mine hidden only

feet from where she is playing.



As the girl gets closer to what appears to be a deadly fate she notices

something in the undergrowth, stops, and bends down towards it.



But instead of the expected explosion the girl reappears holding a

pounds 1 coin. The film ends with the message: ’Just one pound can save

a life.’



The film was written by Jason Andrews, art directed by Kevin Macmillan

and directed by Charles Handley through H30. Media planning and buying

is through BHOFCB Media.



This article was first published on campaignlive.co.uk

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