Don't stop. Don't stop. Don't stop doing ads like this.

Creative ads are refreshing. Insightful ads are inspiring. But ads like this one are unique, because they change behaviour.

I've read some criticism in the media about this campaign being upsetting, but that's the point; it gets an emotional reaction that solves its problem. This is what public service advertising should be. Actually, this is what all advertising should be. Persuasion in its most powerful form. Hmm, I think that may be the slogan of Zig. (Please don't sue me, Zig.)