Monday, January 20, 2014

HotMoms campaign: What's WOMable need not be effective.

'93% of sex workers are mothers' is a nice insight to base a campaign dedicated to protect the rights and the health of women working in Argentina's sex industry. Ogilvy & Mather used this in its campaign for Ammar, a non-profit organisation working for women's right in Argentina. They used the typical cads used by sex workers to illegally advertise themselves on the streets to show that sexual workers deserve to have the same rights as anyone else.

The hot moms campaign would really definitely got noticed for its sex appeal. But might have have not evoked the needed emotion amongst its audience.

The campaign would have been even more effective if the creative had been reversed. Pictures & copy of motherhood instead of prostitution. It would have drawn the right audience and brought the right emotion in them to start believing in the need for a law to regulate prostitution. 

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