Key elements that make the campaign successful   

   The creative team knows how to shock people into awareness by calling on the most vulnerable victims, the children. Hence, the series easily stirs Vietnamese people feeling since they are universally known to innermostly accept and have more sympathy towards kid depiction. By asking the question “imagine what it does to our children”, the ad triggers everyone’s self-condemnation and brainstorm with an unsolved problem. It urges readers to make a donation.

   Apart from the above-mentioned element, what makes the ad stand out is the brilliant copywriting. It might be sophisticated in the development of the creative idea but is instant in the story it wants to portray. In short, it is informative without being wordy. The hook here is how the title #Nofilter being displayed next to a visual distortion. It works like a teaspoon of sarcasm to me. As a millennial who belongs to the “zombie scrolling” generation, I get myself acquaint with the hashtag accompanied by an already-attractive picture, or one that highlights some natural beauty. One way or another, I have always subconsciously thought of the term as positivity. How perfunctory I  was until now that I stumble upon this triggered campaign. It hits me; it is arresting. While people busy spreading optimistic messages with the hashtag such as “let things be” and “do not filter anything", this ad speaks the opposite and point out the reality where we actually need to filter the “no filter”.