Toufic Beyhum, creative director at Advantage Y&R, says the campaign was created and designed to link the exploding crisis with the continent’s most precious inhabitants. “We photographed the masks worn by children to create a specific visual: the effect of pollution and waste on Africa’s future generations,” Beyhum says. “If littering is not reined in, if attitudes toward waste and recycling are not changed now, trash will choke our continent. It will pollute our future.”
Launched in early April with an exhibition of the photographs at a Namibian gallery, the campaign has since been displayed in posters, publications and presentations nationwide. It will continue to be shared throughout the continent by Greenpeace Africa to help avert the rise of pollution.