CALM is the New Zealand Campaign against Landmines. CALM is a member of ICBL, the international Campaign to Ban Landmines which was co-winner of the Nobel Peace Prize in December 1997.
A young boy’s legs were printed on the sachet with the perforated tearing section cutting across his right ankle. When the sachet was opened the foot was severed and ketchup poured out. The Campaign Against Land Mines messages on the back of the sachet were also printed on the page.The back of the sachet invited Kiwis to donate $3 by texting the word, “CALM”, to 336.
20,000 sachets were distributed throughout restaurants in the North and South Islands. Sachets were inserted into magazine ads to demonstrate the horrific everyday nature of living in a landmine affected country.
In 89 countries walking on a mine is still routine.
The ketchup promotion was developed at Publicis Mojo, Auckland,
- Creative Director Nick Worthington,
- Copywriters Guy Denniston and Matthieu Elkaim,
- Art Director Emmanuel Bougneres,
- Account executives Fleur Head, Sacha Loverich,
- Photographer Paul Jones.