ActionAid Italia, NGO working globally alongside 15 million people in more than 45 countries in the fight against poverty and injustice, renewed its partnership with Connexia to tell the story of the power of collective action and calling the whole community to ‘active participation’ through a print and digital campaign.

Active participation is the motor for changing social, political, economic and cultural imbalances.

Connexia conceived and developed the ME/WE campaign – the action of each of us can have an effect on the ‘here and now’ when added to the actions of other individuals, as the campaign video shows.

Hence the idea that the subjective perspective, expressed by the pronoun ME, also visually reflects with its shadow the pronoun WE, representing the collective scope of change.

Creativity, Digital & Print Campaign, Video Production