Amnesty International is campaigning against landmines, using a print advertisement which appeals to sympathy for those affected by the loss of limbs. “Leg” plays with the custom children have of writing on the plaster casts of those with broken legs. “When you lose a leg you don’t just lose a leg. You lose playing tag with your friends. You lose running in the relay…” “Help us win the fight for a complete ban on landmines. Go to www.controlarms.org
The Leg advertisement was developed at Publicis Mojo Auckland, New Zealand, by executive creative director Nick Worthington, art directors Lorenz Perry and Derrick Kim and copywriter Karl Fleet.