Loading ...
It hurts to imagine children playing in the filth tossed into the streets and waterways, but as consumerism spreads across Africa, so does the epidemic of trash and garbage. So Namibia-based ad agency Advantage Y&R and Greenpeace Africa decided to make art out of the ugliness to help Africans take a fresh look at the budding crisis. Local artists Petrus Shiimi and Saima Iita were tasked with designing and creating African masks from garbage, which included empty containers, wires and plastic bags. Three masks were chosen to be photographed, each held by a Namibian child as the mask’s vibrant colors pop against a black background. At the bottom of each print reads, “Trash shouldn’t define our culture.”

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.

advantage.com.na

greenpeace.org/africa

Browse Projects

Click on an image to view more from each project
X

With a free Commarts account, you can enjoy 50% more free content
Create an Account
Get a subscription and have unlimited access
Subscribe
Already a subscriber or have a Commarts account?
Sign In
X

Get a subscription and have unlimited access
Subscribe
Already a subscriber?
Sign In