Grazia: Tester

For every birth, a career dies.
In Italy, 52% of women are forced to quit their job after giving birth to a child. But the chance of reconciling maternity and career is an essential requirement of civility that the State must commit to guarantee. Because women deserve a Country where being mothers means opportunity, not renunciation.

Advertising Agency: DDB Milan, Italy
Creative Director: Vicky Gitto
Art Director: Francesco Epifani
Copywriter: Nicoletta Zanterino
Photographer: Pixelway
Published: January 2009

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26 comments

Bundy Agency's picture
Bundy Agency
597 pencils

52% are forced to quit,
but i thought you said "for every birth a career dies"

Guest's picture
Guest

It looks like a student work.

monicamexico's picture
monicamexico
830 pencils

The copy needs work, and the test should say "You're fired."

Try this:
For every live birth, one career dies.

. . .forced to quit their jobs (not job)

State and country do not need to be capitalized.

Guest's picture
Guest

very insight observation, nice!

Guest's picture
Guest

mm

Guest's picture
Guest

Fell asleep while reading...

Guest's picture
Guest

I very much like the idea, and I disagree that it should say "you're fired", because it doesn't say "you're pregnant", but only "pregnant" on these things. Photoshop desaster or not could be discussed, but the idea caught my attention, so I'm sure other women will read this and like it, too.

cinnamon's picture
cinnamon
14 pencils

Nice.... effective and unusual...

Guest's picture
Guest

i liked the idea. the copy needs to be crisper. and the layout is a bit old fashioned.

Guest's picture
Guest

Basic.

Fontanero's picture
Fontanero
24 pencils

bella Happy, spacca tutto!

ra3d's picture
ra3d
4 pencils

coool

Guest's picture
Guest

Vicky Gitto,Francesco Epifani and Nicoletta Zanterino: you're all fired! Ciao...

Guest's picture
Guest

selvaggia, sei tu?

Guest's picture
Guest

First thinking...

Guest's picture
Guest

good idea

Guest's picture
Guest

concetto molto interessante e soprattutto vero!
un'ottima idea

Guest's picture
Guest

Pienamente d'accordo con Vicky.

Guest's picture
Guest

Why is that all the copy "experts" make comments about how the copy should be done? Don't you guys realize that these are only "back-translations" or "direct translations"? It's not the first time I see people trying to fix something that is or was published in another language. Don't get me wrong, but please keep in mind that if you see some mistakes in English, it doesn't mean that they are wrong in their native language. I think you have to recognize the effort of others trying to write it in English so everybody can have an idea of the concept.
Remember... The name of this site is Ads of the WORLD.
Thanks and have a nice one.

Guest's picture
Guest

NO only in Europe this case iiii a trouble, in latin america is the same.Good ad.Congratulations.

Guest's picture
Guest

Splendida, complimenti.

Guest's picture
Guest

Grazie Vicky.

Guest's picture
Guest

rubbish/spazzatura

Guest's picture
Guest

i hate Italy advertising ... and i am Italian

Guest's picture
Guest

in india too...both socities are equally male dominated n regressivei guess...n i'm frm india btw

Guest's picture
Guest

in india too...both socities are equally male dominated n regressivei guess...n i'm frm india btw

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