I'd like you to take a look at this photo. What is your first reaction?
Mine is to kind of shudder and grimace, as one does when one sees something creepy. It conjures images from the movies "Deliverance" or "The Village." Those poor, hillbilly children, the little one is so ill, probably the result of generations of inbreeding, that she doesn't have the strength to go on a walk with her big sis/mother, with the ultra-creepy long, long hair and weird hat combo.
So I first saw this image in Kisumu, Kenya. It was a horrible trip for me but I saw the image on a billboard before things went bad - maybe it was an omen.
Making this billboard even more strange is the geographical location of the company; this insurance company is in operation in East Africa (Uganda, Kenya and Tanzania), in fact they say they're the "#1 Insurer in East Africa." If you're in East Africa, why on earth are you using weird and so-pale-they're-nearly-translucent hillbillies in your ads? Maybe you should take all that money you're making as the #1 insurer and hire a better designer next time. Ick!