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.
