The International Campaign to Ban Landmines (ICBL) is running “Daily Chores”, a print advertising campaign designed to highlight the dangers landmines pose to everyday life and drive people to www.icbl.org, Twitter feed @minefreeworld, Facebook and Twitter. Imagery of a person doing daily chores in a bomb suit (shopping, mowing the lawn and vacuum cleaning) seems bizarre until the line is read: “In 66 countries landmines are a part of everyday life.” 26,000 people fall victim to landmines each year while going about their everyday lives. This translates to 71 people dying each day doing ordinary things like mowing the lawn or shopping for groceries. The International Campaign to Ban Landmines (ICBL) is a global network in over 90 countries that works for a world free of antipersonnel landmines, where landmine survivors can lead fulfilling lives.
The Daily Chores campaign was developed at Saatchi & Saatchi South Africa, Cape Town, by creative director Gavin Whitfield, art director Gareth Cohen, copywriter Alex Goldberg, and photographer David Prior.