Raising Landmine Awareness with Ketchup?

I guess anything to get people'e attention is a good thing, but this seems to push the envelope a bit.

From the blog adfreak:

Ketchup packets don�t seem like the most controversial ad medium. But in New Zealand, there�s some grousing over this PSA campaign to raise awareness of landmines. To open the packet, you have to rip the boy�s foot off�and then, of course, the red liquid oozes out. �Well it is graphic, it is shocking, but so too is the reality�15,000-20,000 [people] having that sort of thing happening to them as a result of landmines,� says one backer. The group behind the ads, the New Zealand Campaign Against Landmines (CALM), is fundraising to clear Lebanon of landmines. New Zealanders can donate $3 to the cause by texting the word �CALM� to 336.