Category: Interactive Film
Advertiser: CHRISTIAN AID
Product/Service: POVERTY OVER
Agency: BEATTIE McGUINNESS BUNGAY
Production Company: WEIR & WONG, London, UNITED KINGDOM
Executive Creative Director: Trevor Beattie/Bil Bungay
Creative Director: Simon Bere
Copywriter: Peter Reid
Art Director: Carl Broadhurst
Agency Producer: Tyrone Hannick
Account Supervisor: Toby Green
Producer: Andy Weir and Robin Wong
Planner: Jamie Inman
Planner: Jamie Inman
English Description
Make the ending of poverty something people care about, believe that it is possible and want to be involved in achieving it. Even those who care about global poverty find the scale of the problem overwhelming. The Poverty Over website tackles this head on. First, a powerful infographic dramatises the huge changes that have taken place over time as poverty has declined worldwide. Interactivity rewards deeper engagement. Secondly, a series of animations introduce eight of the issues that underpin poverty, and define some of the changes required to shift the balance of power in favour of the poorest.
Data visualization is not in itself new, but making the data visualisation interactive gives audiences new ways to interact with it, and the story contained within it. In this way, the map becomes a form of advocacy.
The story is that great change has happened in the past and therefore more positive change is possible. It’s telling that the web opens up more considered and immersive ways of presenting the issues that lie behind poverty. The contrast with the simplistic, emotional bombast of old school ‘flies in their eyes’ style advertising is huge.