Amnesty International's 'Not Here but now' campaign is one success campaign that effectively engaged with the people. Strong and invasive message that is undoubtedly attention gathering and insight probing. If turning this idea into a tv ad, I would propose an idea of 'Break the glass'. The idea would not just limited to print ads, but also a campaign's idea that can run on several media. Imagine the circumstances that the actual situation is happening in front of you but you are not able to help (if you really care). What separates us are the glass, a see through but tangible obstruct.
We could have two groups or two individuals, both from different living conditions, doing their daily task and have the audience understands their effort is needed for their greater future. We can do more to help if we really want to offer our help, the distance will not separate or stop us. The wall of glass reminds us, they could be so near to us. Break the glass. Make the connection.
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