This typographic idea is done many times before for many causes and brands. And it still works if it is properly used. It is the kind of outdoor advertising which makes people wait and think.
This campaign is from the Brazilian Associação Paranaense de Reabilitação (Rehabilitation Society from Paraná). The only thing which is discussable are the color choices.
As agency Guarda (Chuva) writes:
Conflicting colors and lack of space can be an impediment to reading, but it does not compare to climb stairs or running to catch the last bus, having some kind of physical disability.
“Running to catch the last bus.
Hard to read? It’s tough when something simple becomes so hard, isn’t?
October 11th, National Disabled Person Day”
More campaign items after the break including the original Brazilian versions.
The original Brazilian versions:
Associação Paranaense de Reabilitação
Guarda (Chuva), Curitiba, Brazil
Creative Director: Carlos Mallmann
Art Director: Giancarlo Blanco
Copywriter: Lucas Titon
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