To establish the idea of global imbalance, we began by working with actress Inma Cuesta. Together we created a TV film, print and posters of her morphing to depict the devastating physical effects of poverty.

Our campaign launched across outdoor, TV, print and radio, with each spot inviting young people online where, to bring the message closer, we created a groundbreaking piece of tech that manipulated their own expectations of personal beauty.

People uploaded their photo to Facebook or our mobile app and then witnessed the shocking impact of hunger, disease and injustice taking its toll on the most visible part of their identity – their own face. These images were then shared across the social space, spreading the word and encouraging giving amongst friends and family.

Right after anyone engaged with the #PovertyEffects experience, we invited them to help eradicate the effects of poverty by donating to Manos Unidas.

Taking a radically personal approach worked; the campaign doubled its awareness goals and donations were up 54% year on year.

Our Media-agency-produced-film generated more than 130,000 YouTube views.

In just two weeks, 4,000 people used the image manipulation device on Facebook.

The campaign received widespread coverage in Spain and outside we were reported in the US, Italy, Germany and across Latin America.

Crucially we created a new base of younger givers to help support Manos Unidas’ important work into the future.