Human Rights activists spend far too much time sitting in cages in public spaces and doing things that are too easy to ignore. Largely because they’re so obnoxiously offensive that we immediately shield ourselves from the horrors they describe. Their campaigns aren’t generally “sticky” for this reason.
Stickiness is an important part of any marketing campaign – finding a message that is memorable is vital if your product isn’t something that involves an immediate and spontaneous purchasing decision (like a bottle of Coke).
Stickiness was particularly important to this UNICEF anti-landmine campaign, in a more literal sense.
Adhesive stickers with bottom side simulating a detonator for explosive were placed on the pavements in Zurich. When the passers by checked their shoes, they saw the message from Unicef: In many other countries you would now be mutilated! Help the victims of landmines!