Understanding the “Why”
The intention behind this campaign is to raise awareness about the critical issues of poverty and social inequality that persist even in wealthy regions like the European Union. Caritas Europe’s advocacy highlights the deteriorating conditions of social safety nets and the increasing difficulties people face in integrating into society and the labor market.
A peak behind the “How”
To visually convey this powerful message, we employed a blend of black-and-white hand-painted visuals with motion and 2.5D animation. This artistic approach was chosen to create a gritty, realistic portrayal of the unseen struggles endured by those living in poverty. The campaign intentionally progresses from darkness to light, symbolizing hope and the potential for positive change.
