Wrist Slitting Ad Greets Traveling New Year Revelers

We Matter decided to start the year off right with print ads on BART featuring a girl cutting her wrists for lack of attention.

"How the hell can they wish us a happy 2007 with images like that?" snarled the teenage BART passenger who was forced to stare at it for the whole ride.

Hey, at least we know people look at ads and even take them a little personally. Maybe next year We Matter will glam up the campaign by putting one of those "HAPPY 2007!" party hats on its not-so-optimistic New Year poster children.

Read the copy here. We dig wake-up call ads, especially since cutting is a topic in suburbia that's not much addressed (and should be). That revelers came across the campaign over the threshold of 2007 was just awkward timing.