Christopher & Dana Reeve Foundation Mayan Pyramid "You" Print Ad 2009 2000s
The Christopher & Dana Reeve Foundation uses a towering Mayan pyramid, apparently El Castillo at Chichen Itza, to make a point about effort and empathy. A tiny "You" stands at the foot of the stairs while "Your refrigerator" sits at the temple summit, turning an ordinary errand into an impossible climb. The ad closes with the line "When you understand how hard it is, giving is easy." It is a clever cause campaign built on contrast and scale, and its stormy, blue-toned imagery gives this 2009 page real impact.
- Cause campaign carries the tagline "Today's care. Tomorrow's cure."
- Small asterisk labels mark the viewer at the base and a refrigerator at the summit
- Call to action invites readers to give online through the foundation
- Measures approximately: 8" x 11"
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