A Sweet Campaign From France Makes a Burn Victim's Most Defining Trait His Ugly Sweater

TBWA\Paris ad seeks to reduce isolation and bias

Every year, France sees 400,000 new burn victims—10,000 of whom are considered medically severe. That’s 10,000 people who, once they’ve healed, must then navigate a world of uncomfortable stares and preconceived notions. On the surface, it may not occur to people that it is an issue of national attention. But something as overtly superficial as someone’s appearance has a way of swaying internal biases, which can make acclimating to both their health and their environment significantly harder.

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