Poster design for a live brief, for the Illegal Money Lending Team England and their 'Stop Loan Sharks' campaign. The campaign aim was to target males, as through research it was found men are less likley to contact the team and 'shop' a loan shark - the campaign aim was to get men to make contact.
My concept was simple in theory and execution - life over death, life over debt.
When the situation is summarized the options are either choosing to live - report the loan shark, get help, save their own and their families lives ,and be free - as apposed to debt/death, as it was found that abuse and violence are a dominant aspect in a loan sharks manipulation, leading to family breakdowns, death and suicide.
The idea of opposites were graphically visualized to show how opposite and simplistic the options really were when the situation was looked at logically, therefore making the decision to report a loan shark seem simpler, therefore easier for the 'victim' to make the decision and build up the courage to call.
The design was adapted into an interior and exterior bus ad as part of the concept of the design putting across a question to the viewer, life or debt, therefore putting the design in public spaces were people are waiting or alone, with time to think, would put the thought into the minds of possble victims that there was a way out and a better option.