Is That a Landmine on Your Shoe, or Are You Just Happy to See Me?

Non-profit organization UNICEF reimagined the traditional idea of the customized sticker campaign as an opportunity for guerrilla promotion tactics. On the sticker's adhesive side, "camouflage" patterns made it indistinguishable from the surrounding floor. They were sprinkled randomly throughout an area with heavy pedestrian traffic and quickly became stuck to people's shoes. When people removed the stickers, the underside revealed a landmine graphic with a chilling message: in many countries, that landmine would have been real, and the person holding the sticker would now be dead or injured.

With this sobering realization of the dangers still faced by many civilians in third world countries, pedestrians flocked to the UNICEF booth, where they could learn more, donate to the charity's landmine education and eradication efforts, or volunteer their time.

The UNICEF ads demonstrate a major advantage of guerrilla marketing over more traditional methods--effective, provocative promotions can be done on a very tight budget. This type of promotion could easily be replicated at conferences and tradeshows to advertise other awareness causes or industries.