On April 4, The “International Day for Mine Awareness” took place worldwide as part of the Lend Your Leg campaign. People worldwide were invited to roll up a pant leg in honor of the victims of these devices.
Last year, in Colombia, a small group of citizens rolled up their pant leg in a symbolic gesture of solidarity with landmine survivors across the globe that have lost limbs to this deadly device. What began as a grassroots campaign to raise awareness of this ongoing humanitarian crisis, called “Roll it up, lend your leg” spread via social media and gained support from celebrities, NGO’s and government officials. This year, private companies unveiled billboards of their logos “rolled up” in support of the cause while students, teachers, workers and professionals rolled up their pant leg in what became a national phenomenon to declare to the world, NO MORE LANDMINES!
The “Lend Your Leg” campaign by BBDO Proximity won a Silver Lion this year at the Cannes Advertising Festival. To see more of the images Fernando shot for the campaign, visit his blog: http://decillisphoto.tumblr.com/