I don’t think the following ad should be blamed:

I do understand that the message is using a tragedy to enforce its goal, but this goal is not commercial.
Read the text: “The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it. www.wwf.org”.
This is perfectly linked to the image, the comparison between the planet and the US is very sharp and true.
There’s nothing to blame on it: the positive image of the US is enforced too.

Coming I from a country where terrorism unfortunately has a longer history of victims and bombs, I think that it’s good to keep up the symbolic image of 9/11, as it was such a shocking, dreadful and painful experience that everybody has to remember forever. And that event led to a general reaction against terrorism and terror that perhaps is only comparable to the terrible holocaust of WWII.
But if this symbol becomes a general symbol, it’s even better.In Italy we have similar symbols but they are only plaques and we remember them only if we visit the place or their memorial day comes.
Don’t let 9/11 becomes the same. Let it be an universal symbol for “fight against everything’s against us”, let it be used in our everyday’s life, …
… otherwise it becomes only a symbol of any tragedy where thousand of people died, which is good but which is only a part of it, the beginning.

I think it’s time we should metabolize the tragedy and start seeing the good points we reached with the reactions we had, from the US but also from many other parts of the world as well.
It’s time we should look inside ourselves and find how we changed after 9/11, becoming better than before.
It’s time we should see other, much less visible tragedies we’re facing in our life and act against them with the same common effort.
The earth, our earth is one, perhaps the biggest tragedy we should look at, if we consider all the negative things we’re doing and all the negative reactions we get from it as direct consequences.

That’s the reason why I may think the WWF Brazil’s Tsunami being a little too crude as a message but not so blamable as it was.

Mario Soavi

Juvenile Protective Association & Euro RSCG Chicago

An agency in Brazil came up with a unique approach: an ad for a sunscreen that the reader could take out of a magazine and expose to sunlight to see the benefits of the sun-blocker.

Un agenzia in Brasile ha seguito un approccio unico: la pubblicità di un protettore contro il sole può essere esposta alla luce del sole e mostra i benefici del prodotto.

MRI Starch Communications, a specialist in print-advertising research, names top 10 ads based on engagement.

MRI Starch Communications, specializzata in ricerca nella pubblicità su stampa, ha reso noto i migliori dieci sulla base del coinvolgimento.