JWT's Eye-Popping Campaign Against Acid Attacks on Muslim Girls

JWT Dubai has produced a marvelous print campaign drawing people’s attention to the problem of Muslim extremists in Afghanistan spraying acid on the faces of girls trying to attend school. The Taliban banned females from being educated before it was toppled by American forces following the attacks of Sept. 11, 2001.

The campaign features a double-spread in women’s magazines and the image of a woman’s face. But the pages are glued together, and to see the ad in its entirety readers must rip them apart, thus destroying the woman’s face in the ad. Creepy. And Effective. The client is Acid Survivors Trust International.

The ad, however, is not without controversy. This commenter believes the idea for the ad is stolen — ripped off, if you will — from Garmastan lotion, for breastfeeding mothers. That brand used an ad showing a mother holding a baby, but the baby’s lips were glued to the mother’s nipple. Pull the pages apart and the nipple is torn — demonstrating the pain that can accompany breastfeeding (unless you use the advertised lotion). You can see that ad here. It was created by Lithuanian advertising agency MILK Vilnius.