Every coin has two sides – just like this print ad. Front side of the print ad: We see an ad for a made-up furniture designer named “SOMO” with an attractive woman sitting on a chair. If you visit the website of SOMO the initiative of the women´s shelter is revealed. Back side of the print ad: You see the same woman from behind. With lots of scrapes and bruises on her back. Claim: “Even in the most beautiful places ugly things happen.”

The ad succeeded in attracting attention: The page views of the women´s shelter's website increased by 32%. The donations rose by 18%.