CONCERN | FAST ‘08
Each year Concern Worldwide hold a 24hr Fast to encourage fundraising for some of the world’s poorest people. This appeal was to focus on the serious famine that was affecting Kenya. Encouraging people to participate and donate was becoming more difficult, as competition within the charitable space was increasing. We needed to dial into a deeper human truth and unlock a symbol of the Fast. Utilising the historical experience the Irish people have with famine, we developed an icon for the plight of Kenya, creating a campaign built around a simple, yet powerful icon.
