Ketchup-packet PSAs a bloody good idea

Ketchup packets don’t seem like the most controversial ad medium. But in New Zealand, there’s some grousing over this PSA campaign to raise awareness of landmines. To open the packet, you have to rip the boy’s foot off—and then, of course, the red liquid oozes out. “Well it is graphic, it is shocking, but so too is the reality—15,000-20,000 [people] having that sort of thing happening to them as a result of landmines,” says one backer.