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Write like a human being
Ben Stephens. Copywriting with a pulse.
ABF The Soldiers' Charity: Hard and soft
This was quite a radical approach for this charity, but it was unquestionably the right one. As my Art Director partner and I dug into the case study of Micky Yule and looked at these amazing photos, it was clear we could make real impact and surprise readers with a stark juxtaposition of toughness and vulnerability.