The key message is straight to the point: "Bad water kills more children than war". This is an example for a good KEY message, because it's emotional, it makes you think about the problem without no doubt and at the same time even if you didn't know this fact till now, the key message makes it clear for you.
Regarding the visual:
- Yes - the connection between the war and the water is illustrated in easy to understand way, by using this water pistol
- Yes - the main hero on the visual is a real victim
- Yes - the key message is straight to the point
- No - the visual presents the problem a bit "literal"
- No - Below the key message we see the text "Support the "One drop of water" project. SMS "Drop" to...to donate..."Do you believe, that a sms could make a change? The sms is not an action, which makes a change. It's an action for the mobile operators, which one generated incomes for them. The real action for making a change is related with going out and doing something and not with sitting at home, in front of the TV and sms-ing.
And what do you think about it?
Have a great day,
K.K.
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