These well done print ads for the Cape Times, an English paper with a South African focus, use an effective “day-before” approach through some of the biggest events in recent history and the line “The World Can Change In A Day”. The obvious power here is that, for most people, the shortest route to play off the emotional after-math of an unexpected tragedy is to pinpoint the simple carefree unknowingness of everything that came right before it.
Sept 10, 2001 – the day before 9/11
August 5, 1945 – the day before Hiroshima
November 21, 1963 – the day before John F. Kennedy was shot