Project Title: “Cambia tu manera de ver el Mundo”
Winner of Scholarships 2009-10, Master of Strategic and Creative Management of Integral Advertising, School of Communication, IED Barcelona

My project consists of a nonprofit awareness campaign that encourages each individual to “change the way they see the world” by employing, as main visual character, a simple tool: the “magnifying glass”. I aim to draw attention to our planet’s issues through its lens in the same manner advertising highlights products for the public’s consumption. Moreover, it is my goal to apply this project to groundbreaking venues by presenting the message to the audience in a direct and unexpected way and provoking reflection, education, conscience, and change in “the way we see our world”.

The magnifying glass is the element in the spotlight meaning to take us closer to our world’s problems. We tend to overlook these issues everyday but they are there and in need of our attention. Likewise, it provides a stark contrast between reality and ideality.

Throughout my research of the project, I realized our planet’s needs are broad, but easily grouped in three categories: social issues, socioeconomics and environmental. Due to the numerous hardships our Mother Earth and its habitants endure everyday, I chose to highlight one example within each category.

First, amidst the social issues, we’ll see how a homeless man sleeping on the streets without any shelter, and whom we normally pass by, is viewed through our “magnifying glass” and becomes the image of a human being deserving the opportunity to sleep under a roof, on a bed, dreaming of a better tomorrow.

Next, on the socioeconomic angle, the “magnifying glass” draws attention to the contrast between a child surviving extreme poverty, hopeless of having a happy childhood, and another surrounded by life. This one is trying to point out every child’s right to play in a safe, clean and caring environment. Finally, among all the environmental problems our world is facing today, our excessive use of paper and resulting destruction of the lungs of our planet. We find our “magnifying glass” inviting us to preserve our trees by recycling and reducing our massive paper consumption.

Cambia tu manera de ver el Mundo.pdf