WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/the-most-fragile-time-of-the-year

“Fragile Christmas Wafer” is a newsprint advertisement that was created for a non-profit organization in Slovakia. The Slovak League Against Cancer is a civic organization that assists cancer patients and their families by providing information, education, prevention, psychosocial support, and support for clinical and research projects. The advertisement depicts a very thin, decorative wafer that in Slovakia symbolizes the beginning of Christmas Eve. Every year, the organization hosts workshops where cancer patients can hand-make the traditional wafers.

The wafer pictured in the ad sits on a teal piece of fabric, and amid the intricacies of its design, cracks have been stitched by a yellow thread so that the wafer still holds a single shape. The yellow thread that reconnects the fragments “…symbolizes the gentle yet powerful bond created by Liga proti rakovine…holding the community together during one of the most sensitive times of the year” (Ads of the World, 2025). Above the wafer, there is text, written in Slovak, which reads “It’s the most fragile time of the year. Give a piece of hope, in return for a good feeling.” The ad uses pathos to evoke an emotional response in viewers.

The objective of the ad is to raise awareness of the organization and to solicit donations for the non-profit during the holiday season. The ad was distributed to followers on social media, healthcare professionals, patients, and organizational partners. The target market for the ad campaign was people working in oncology and the families and friends of cancer patients.

The action the ad wants the audience to take is to donate to the organization and to scan a QR code in the bottom left corner of the ad. If the action is taken, the audience member will benefit by feeling good about doing a good deed and donating to an organization that supports families in need. The ad plays on the giving spirit of the holiday season and encourages individuals to lean into their generosity to support others. Doing something selfless can give a person a good feeling, which is the value proposition of the advertisement’s call to action. being offered by the advertisement.

Resources:

Ads of the World. (2025). The most fragile time of the year [Advertising campaign]. The Clio Network. https://www.adsoftheworld.com/campaigns/the-most-fragile-time-of-the-year