Publicis (Caracas) created for Amnesty International – Venezuela – a campaign which tackles social issues, saying: « Indifference turns reality into contradiction».
Two subjects are underlined in this campaign: shanty towns and prisons (seems like it). The effect is created by the words chosen to name streets. In the first print, we can read El Paraiso/Paradise and see in the background a shanty town. Even if it’s sunny, we all know that living there is nothing like heaven. In the second one, the name La Paz/Peace is on a building wall which looks like a prison. We can consider this association kind of ironic. The opposition between environment and names is strengthened by the catch phrase in the logo.
I don’t think that the first goal of this campaign is to encourage people to take action immediately but think about elements which constitute society and the effect of indifference to poverty. So it is a nice driving force behind social reflection at a local and international level.