Co-directed and Co-created by Dom Antelme and Ian Sweeney (Vision Thing). DOP and Photography by Fraser Clements.

The Burn Support Group is a New Zealand charity that is committed to preventing burn-related accidents and caring for burn survivors.

But like any charity, they need money. So we created a series of thought-provoking print ads that don't shy away from showing the severe scars burn survivors have to live with.

We used the insight that people have a natural tendency to stare at burn survivors to our advantage.

We made people think about what it means to live with injuries like these – getting their attention and their money.