I’ve just completed work doing all the photography post-production on a large-scale campaign that has just launched across Brazil’s third largest city Recife.The campaign was created by planners including my good friend Dylan Viner at JWT in conjunction with the Brazilian agency Melhor. The aim of the campaign is to encourage employees to grant opportunities to adolescents who have formerly been homeless or impoverished and was undertaken in conjunction with the charity OPN. The advertisements below will appear in a number of different forms in all forms of media,  driving people to a Facebook page created for the NGO, where people can learn more about the project, have their questions answered, and ultimately schedule interviews for the adolescents. I have included a translation of the copy under each ad.

I HAVE THE ABILITIES. YOU JUST DON’T WANT TO SEE THEM. Edson, like all the adolescents on Projecto Gente Grande, has the ability, training and motivation to make a positive contribution to your business. Now, all he needs is the chance to prove it. He’s ready. Are you?

WE HAVE THE ABILITIES. WE JUST NEED THE OPPORTUNITIES . Alexandre, like all the adolescents on Projecto Gente Grande, has the ability, training and motivation to make a positive contribution to your business. Now, all he needs is the chance to prove it. He’s ready. Are you?

I HAVE THE ABILITIES. DON’T THROW THEM DOWN THE DRAIN Brena, like all the adolescents on Projecto Gente Grande, has the ability, training and motivation to make a positive contribution to your business. Now, all she needs is the chance to prove it. She’s ready. Are you?

I HAVE THE ABILITIES. AND I WAS ABLE TO SHOW THEM. Many other adolescents also have them. They just need an opportunity. Felipe, like all the adolescents on Projecto Gente Grande, has the ability, training and motivation to make a positive contribution to your business. The only difference is that he was given the chance to prove it.

The adverts will also appear on outdoor billboards, in business magazines, in high-end bathrooms and in major transport hubs. Some examples of these are shown below.

Tags: Adam Jacobs, Advertising, Black and White, Brazil, Campaign, Eyes, Homeless, Photography, Portrait, Recife

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