Hasta La Creative!

Opera San Francesco per i Poveri is an Italian non-profit organization that, for more than sixty years, has offered effective support to the people living in difficulty. The protagonists of this campaign are the real poor persons, they have volunteered their faces for these ads. Frequently these persons tend to deny their condition and to communicate this important aspect the campaign uses headlines that describe a normal life, but actually these headlines conceal a second sentence, highlighted between the words, which expresses and reveals a deeper state of poverty distress.