Nuclear Threat Initiative
The Nuclear Threat Initiative (NTI) needed a print ad campaign that would effectively convey the urgency and importance of their mission to secure biological, chemical, and nuclear weapon sources. They sought to promote engagement and support from the public in their cause.
We developed an attention-grabbing campaign using everyday objects associated with protection or disaster response – duct tape and gas masks – presented against a stark, full-bleed red background. These images were paired with provocative headlines and persuasive copy that pointedly emphasized the limitations of these items in the face of a genuine terrorist attack, thereby urging the need for proactive initiatives.
As the Art Director and Photographer, I conceptualized the idea, captured the vivid imagery, and guided the visual execution of the campaign to ensure it strongly resonated with the targeted audience.
Although the precise results are proprietary to NTI, the print campaign did its part to raise awareness and galvanize the public’s involvement in the organization’s mission. It served to encourage active participation in safeguarding America from potential threats, steering people towards a more constructive role in counter-terrorism.