The pan-European campaign, created by Dentsu Brussels, attempts to redefine the notion of poverty. The work, which runs across posters, post cards and brochures, uses the word ‘deserving' rather than ‘poor'.
‘We wanted to widen the notion of poverty and thus change the image,' said EAPN official Claire Champeix. The tagline is ‘Not everyone has access to a dignified life'.
EAPN was founded in 1990 by organisations fighting poverty and social exclusion. It is financially supported by the European Commission.
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