The press and poster ads are designed to help ease the initial discomfort some people experience meeting someone with a disfigurement.
Each of the four treatments features a real person who suffers some form of facial disfigurement. "David" runs with the strapline: "Hello. Nice to meet you. How are you? ... Now you try it." "Mark" reads: "How do you get past my interesting features ... and into the interesting person beyond?" The "Michelle" ad runs the line: "When you've looked at the ceiling, the coffee machine, your shoes and the far wall, look me in the eye and say hello." "Susan" says: "How to survive bumping into me."
In each case, several paragraphs of copy run across the bottom of the execution describing how the average person should handle a first meeting with someone like them. The copy provides tips and advice in a personable, friendly way.
The campaign was art directed by Henry Rossiter and the copywriter was Mick French.
WCRS is currently securing media space for the campaign, with MediaVest obtaining a range of poster spots throughout London.