NRDC Ad Campaign
Advertising - Silver Award in Graphis New Talent Annual 2017
Our challenge was to create a compelling three piece magazine campaign that places a spotlight on the water crisis in Flint, Michigan with a call to action for financial support for the NRDC. The ads were intended to evoke empathy and drive the viewers to the website.
We decided on the headline: “If It’s in the Water, It’s in Us”. This campaign that highlights different ways that the residents of Flint, Michigan make contact with their water supply, using an x-ray view of the corroded pipes that lie right beneath the surface. We focused on children in our imagery, as children make up the majority of those affected by lead poisoning. We chose photography as our medium in order to better reach our target audience, generating more empathy than we might with another form of media.
Copy: "Lead poisoning can lead to a variety of health complications, including loss of brain function, sterility, and kidney failure. All 100,000 residents of Flint, Michigan are being exposed to it every day in the form of their drinking water. If the government won’t protect the people, we will. Join our fight at nrdc.org"
My involvement includes composition and photoshop work, digitally creating/painting the pipes, as well as writing the body copy .