Dove Magazine Ad Uses Carbon Paper to Show How Abusive Words Don't Fade

The Dove Self Esteem Project and agency Torke+CC in Lisbon, Portugal, placed an ad (and a pen) in a parenting magazine and asked adults to write down the worst thing they remembered being called as a child. When they turned the page, the disparaging remark was printed (thanks to a hidden layer of carbon paper) across the shirt of a child—to illustrate that "Words mark children forever." The initiative increased the project's local Web traffic 20 percent and helped get schools involved in the program.