Morgenavisen Jyllands-Posten, the largest-selling newspaper in Denmark, is promoting debate over public issues with a print advertising campaign featuring Nelson Mandela, the Dalai Lama and Gandhi. Each print advertisement poses the question, “What would have happened if these people had chosen the easiest option? Could Mandela have become a surfie rather than political activist and national leader? What would have happened if the Dalai Lama had focused on skiing rather than world peace? And if Gandhi had moved to Australia for beer and barbecue? “Life Is Easier if You Don’t Speak Up”.
This is the same newspaper that ran the Mohammed cartoons in 2005. It remains to be seen if the advertisements themselves raise the level of public debate…
“Life Is Easier if You Don’t Speak Up”
The JP campaign was developed at Uncle Grey, Aarhus, Denmark, by creative director Per Pedersen, art director Jesper Hansen, and copywriter Michael Paterson.