UNICEF Landmine stickers

Here's a clever advertisement that UNICEF released a few years ago to raise funds for people who have been maimed by landmines. They were stickers, with self-adhesive topsides, intended to stick onto the bottom of the shoes of passersby who step on them . The advertisement started in Germany, which was later used in all other UNICEF information booths. The advertisement was a hit, it had won the EACA Care Awards in 2008, as well as several other awards. It was a winning advertisement with a brilliant concept that captured people’s attention in a creative way. After the advertisement was put out, visits doubled compared to the visits in the year 2006. Donations for the victims of landmines also increased abundantly.

The advertisement used the element of surprise to capture the attention of the viewers. They were circular stickers with self-adhesive topsides intended to stick onto the bottom of the shoes of anyone who steps on them. The advertisement had self-adhesive topsides, camouflaged to look like pavement, with a clear image of a landmine on the bottom side and had information words printed in white, which included the logo of UNICEF. The idea was when someone steps on one, it sticks to the bottom of his or her shoe and the underside informs the victim that if it had been a landmine, he or she would have been mutilated. It gave a powerful impact, allowing the viewers to put themselves in the victims’ shoes and giving them the realization that the danger of landmines is very real.

However, regardless of the huge success of the advertisement, it also received much criticism. For example, many criticized about the advertisement being only suitable for one type of pavement. If they had been used on a different pavement, it would not work the same way. The stickers would be obvious and would look as if they were litter scattered on the floor. People also complained that the words were too small to read, seeing how the advertisement itself was only