This beautifully illustrated print campaign is by Saatchi & Saatchi for Operation Smile, a non-profit organisation that provides free reconstructive surgery for those with cleft lips and palates.
Creative Director at Saatchi & Saatchi Cape Town, Sammy-Jane Theron says, “The objective of the campaign was to bring the reality of cleft lips and palates to our audienceâ€™s attention but without the shock value so often attached to such causes.”
The campaign uses the concept of â€˜The Art of Distractionâ€™ to sensitively tell the story of three cleft-lipped children through rhyme and illustration.
Creative Director: Sammy-Jane Thom
Art Director: Larissa Elliott
Copywriter: Marcelle du Plessis
Client Service: Sheherazaad Allie
Illustrator: Johan Strauss
Click on the images and zoom to read the copy.