The best of non-profit advertising and marketing for social causes

(Des)abrigado

(Des)abrigado

ocas-insegurogr

ocas-desabrigadogr

ocas-invisivelgr

ocas-inadequadogrocas-despercebidogr

ocas-incapacitadogr

ocas-inutilgr

These outdoor ads from Ocas Brazil are visually not very attractive but have great copy. Ocas is is a magazine made and sold by homeless people. Every ad shows the contrast between the homeless and the sheltered with just one word.
The campaign have 2 phases. The first one will be in the streets for two weeks and will show only words like “Useless” and “Homeless”. In the second phase, a copy of the magazine Ocas is placed on the first letters of the words and the meaning of that word is changing totally.
The signature explains everything:
“Ocas, a revista que transforma a vida dos moradores de rua”.
“Ocas. The magazine that transforms the life of the street inhabitants “.

Copy:
inseguro / seguro
unsafe / safe

desabrigado / abrigado
homeless / sheltered

invisível / visível
invisible / visible

inadequado / adequado
inadequate / adequate

despercebido / percebido
disregarded / perceived

incapacitado / capacitado
disabled / enabled

inútil / útil
useless / useful

Advertiser:
Ocas Brasil
Agency:
W/Brasil

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