The AdShell is made of three seperate posters that regularly change on a roll. Here you can see the order and style of each poster. The first is simple a series of ink splats, this is to gain attention. The second features the main campaign graphic, which communicates the essence of the message. The final poster features the copy ‘Over 4 billion people don’t have Internet. Make a connection without the web. Get a pen pal’. The short amount of copy communicates clearly what the campaign is for. The viewer is then given two ways to follow this up, download an app or visit the web for more information.