The Other Side of War

We developed a direct mail campaign targeting people who use shooting ranges in Johannesburg where guns equal fun. Unsuspecting visitors could live out their war fantasies by shooting at soldier-themed targets, but when they got their targets back in the mail, they were shocked to discover that they’d also shot an innocent civilians. Each poster featured an actual victim from one of the biggest wars of the twentieth-century: World War One, Two and the Korean War. In each case, more civilians were killed or wounded in the crossfire than soldiers.