As the proud father of a 4-year-old daughter, I sometimes worry about the message she might learn from fairy tales and Disney movies. Mainly, that she needs a man to “rescue” her or that finding love should be her main goal. Fortunately, there are books like The Paper Bag Princess and ad campaigns like this one for Mercy Academy that can help reinforce self-reliance.
The all-female Catholic prep school aims to prepare young women for real life. Billboard headlines like “Life’s Not a Fairytale” and “You’re Not a Princess” are simultaneously cold and inspiring, not to mention incredibly bold and refreshing for this category.
Kentucky-based agency Doe-Anderson did an excellent job digging deep with this client. This out-of-home campaign goes beyond simply communicating or selling. It inspires and empowers.