New Zealand Breast Cancer Foundation. Girls' Night In Campaign Development.
A fund-raising campaign for the New Zealand Breast Cancer Foundation. The outdoor treatment of the campaign uses night time illumination of the outdoor advertising panel to reveal a second stage to the creative treatment. The use of the technique reinforces the key message — encouraging women to spend a night in with friends and donate the money they would normally spend on a night out to The Foundation's cause.
A range of different silhouettes were printed on the reverse side of the poster to represent the different age groups in the target demographic.