The Shit / $#*! kids say

This is interesting. A difficult category at best. I can remember some over engineered and wincingly awkward ads in the past which have shocked people into discussion, but probably not action.

This has a build into a believable and sincere, but subtle message.

The question is what is the objective – awareness, action against suspicion or donation? I think that awareness will build, but I wish it had a harder call to action.

Still a strong piece of work and I hope that whatever DM is associated to the campaign drives a message home.

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