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Eye-popping campaign urges public to look again at how they view burns victims

By John Glenday | Reporter

April 27, 2022 | 3 min read

French charity Burns and Smiles is inviting the public to take a long hard look at how they view burns victims as part of a new campaign designed to shape acceptable behavior.

Led by TBWA/Paris, the awareness-raising campaign questions who the monster really is in a series of everyday situations, from the supermarket to the lecture theater, by transforming the public into swivel-eyed horrors.

The graphic work presents the everyday reality of burns victims navigating public places under the intense stares of onlookers – actions which can make the subject feel like a ‘freak’ without a word being said.

Burns & Smiles

The Burns and Smiles campaign puts the spotlight on the behavior of the public

burns smiles

By turning the tables, the campaign seeks to jolt people into a greater appreciation of how damaging such experiences can be, perpetuating a cycle of isolation among victims.

Running across France, the campaign will reach audiences nationwide and is built around the symbolic use of the human eye to embody the spirit of the campaign in all supporting communications material.

Acting on behalf of 400,000 burns victims across France each year, 10,000 of which are classed as severe, the campaign follows a previous film documenting how one teenage survivor lives a ‘normal’ life.

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