“This chicken received more medication in its lifetime than a child in East Timor.”

 

In 2000, the Millennium Development Goals were introduced to address global poverty and inequality. We were asked to develop an awareness campaign that would translate these large, abstract goals into something tangible and immediately understandable.

 

By confronting audiences with hard, factual comparisons and pairing them with everyday photography, the campaign exposed the imbalance behind global poverty statistics. The approach focused on clarity and contrast, using simplicity to increase impact and make the message resonate beyond numbers and policy language.