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The traditional way to conduct a charity campaign is by showing the disaster itself—or some other disturbing image—all in order to speak to collective conscience and emotions. But when charity organizations and TV stations all over the country are painting an alarming picture, it’s necessary to create a contrasting one if you wish to stand out in the bulk of messages. Ad agency BBDO Denmark wanted to create a positive image, one that wouldn’t make people think of death and destruction but would instead show the effect money has. Since Dansk Folkehjælp is building houses in Haiti, it was an obvious idea to build one out of cell phones. The phones are a symbol for text messages—and donations—that, along with thousands of other texts, can make a difference for the distressed people of Haiti.
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