Shady Side Academy: Getting Tough on Hazing

How's this for obscure but forceful work? This anti-hazing campaign, from Pittsburgh's IdeaMill, is found only in the halls of a Pennsylvania private school called Shady Side Academy. "We noticed that with hazing, at any level, common sense seem

Published on

Editor's Pick
How's this for obscure but forceful work? This anti-hazing campaign, from Pittsburgh's IdeaMill, is found only in the halls of a Pennsylvania private school called Shady Side Academy. "We noticed that with hazing, at any level, common sense seems to take a holiday," explains CCO Anthony Musmanno. "And the dangers of hazing are becoming increasingly real. 'Truth is stranger than fiction' led us to this campaign. The posters are disturbing stories of nonfiction." The wedgie we can understand (ouch!). But what's that about bongwater (see the PDF)? It's lethal? No, it's just the hook for a water intoxication warning. "If you haven't heard of water intoxication, you're not alone," says Musmanno. "But some college fraternities are very aware of it. As part of an initiation, pledges are forced to consume large amounts of water in a short period of time. Sounds harmless, water's supposed to be good for you
Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Feb 10, 2005
Client:
Shady Side Academy
ECD/Art Director:
Anthony Musmanno
ACD/Copywriter:
Kevin Corfield
Photographer:
Robert Capalbo
Agency:
IdeaMill
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age