Outdoor Indoor Advertising

I thought this was a really nice idea from ActionAid India to help gain support for homelessness by Grey Worldwide.
I think is a great ad because it makes you stop and think from the homeless' point of view. It also recognises that it is an ad, and therefore is more likely to be accepted.
However, I can't help thinking if it read 'For Them This Is Indoor Advertising.' that it would be more straight to the point. Using 'Some' almost undermines the urgency of the issue by saying only some are affected.
A great ad though, and the choice to only rely on copy is a smart one and I think it works very well. Although the website has now expired, so maybe not as well as I think...

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