A new campaign from Ogilvy & Mather London highlights the importance of forensic services in the U.K. by using subtle changes in grammar to show how tiny details can make a huge different in determining innocence or guilt.
The aim of the campaign is to highlight that forensic science in the U.K. is drastically underfunded, and as a result, many criminal cases could be using incorrectly interpreted evidence to reach a verdict. The UCL Centre for the Forensic Sciences is seeking to change this by crowdfunding one million pounds to create a forensic evidence research laboratory.
In one spot, seen here, the sentence "We cannot say this man is innocent" is transformed by placing a full stop in the middle, turning it into: "We cannot say. This man is innocent." A second film transforms the sentence: "The police said the accused had thrown the first punch" into "The police, said the accused, had thrown the first punch."
The visuals in the ads include images made from traces of blood, and from real-life X-rays of broken bones and 3D images of broken teeth and fingers.