ActionAid is an international anti-poverty organization that, like any other NGO, needs donations to continue its work. But in tablet magazines, while other advertisers invest in technology to develop unique pieces, we needed to create an attention-getting ad without a big production budget.

We simply inverted the ad upside down. But what seems to be a common bug of the tablet, which causes a natural reaction of inverting the position in order to put the image back into the right direction, would still appear inverted. Only after the second inversion is the image shown in the correct position, bringing the message: “Poverty is like this: hard to turn around. Tap to help us solve it.”