A Print Ad You’ll Feel For

For most of us, osteoporosis is something we’ve heard of and have a concept of what it entails, but it is very difficult to have a real grasp of what it actually feels like to live with the disease every day.

Brief

The International Osteoporosis Foundation was looking for a simple print ad that would make it simple to understand the struggle of those with the disease, and get a higher engagement for donations.

Campaign

Instead of a print ad with large copy, I used the format of magazines as the support that would convey the message. At first glance, it looks like a perfectly conventional 1-page print advert.

However, the page has been cut on all of its length except for two 1mm tabs on top and bottom, just about holding it together.

When turning the page, the tabs inevitably break, leaving the reader with half the page in their hands. The back of the broken-off page is a coupon-style invitation to donate to the foundation to help them fund their research on fighting the disease.