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The phenomenon of illegal braces is still prevalent in Indonesia, especially in several major cities in Indonesia where many teenagers are victims. One solution to reduce the number of victims is through designing a social campaign strategy. This study aims to examine how the visual strategy approach is applied through a theoretical approach and analysis of the target audience on the social campaign creative strategy "Prohibition of Installing Illegal Braces" designed so that teens can change behavior and can understand the dangers of illegal braces. This study uses a qualitative research method by observing and analyzing the problem of illegal braces and interviewing the target audience to produce insights that can be used as a guide in designing visual strategy recommendations through a literature study of the visual approach to advertising persuasion theory. The results of the study show that the visual recommendations generated through the visual strategy design with the persuasive approach "Fear Arousing" produce a series of "still image" visual strategies which are packed with layout guidelines from photography execution, color mixing, and typographic selection related to the problem and insight targets sufficient audience according to the desired visual impact target based on the theory of persuasion and the execution of ad visual communication.