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Cordaid: Small Change, Big Difference

By June 12, 2015 No Comments

In 2007, fashion photographer Calle Stoltz teamed up with ad agency Saatchi and Saatchi to produce a series of print ads, titled ‘Small Change, Big Difference’, for non-profit organization Cordaid. Plastered across shopping malls’ billboards and printed on coasters and cards, striking images greeted its viewers—impoverished people from the local Samburu tribe in Kenya posed as fashion models with luxury goods. The in-your-face message confronted individuals and their consumerist lifestyles, conveying the idea that the amount of money spent on disposable items could mean a huge difference to these people in need. While this campaign was produced eight years ago, it has been widely shared in mainstream and online media recently, showing its relevance to today’s world. Cordaid wrote: “The strength of the campaign lies in the fact that it almost ridicules wealth inequality, a serious issue that’s still with us today.”





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