The ink used in this powerful newspaper ad is made from human feces.
“This Ad Should Make You Sick” was created by Amnesty International South Africa in partnership with Joe Public.
It’s part of a campaign petitioning for the eradication of pit toilets—which are illegal, dangerous, and unhealthy—in over 3,900 South African schools by the end of this year.
“To make the ink, we partnered with scientists, innovating a new chemical process – heat-treating, sterilizing and dehydrating the feces to create a fine powder used to develop this unthinkable printing medium,” Joe Public’s CCO Xolisa Dyeshana told Little Black Book.
It’s not every day that you have to invent a new technology to make a point in a campaign. This is unflinching original work.
