Tears don't lie: Lesch+Frei Zurich for Swissaid
The Zurich agency Lesch+Frei has created a very special image for Swissaid on the subject of water shortages. An eye with a tear shows that this is not enough to make the soil fertile.
Water shortages are a growing problem in the countries of the South. And the cause of hunger and malnutrition. High in the Andes at over 3400 meters above sea level, the lack of water has a particularly bad effect: The soil is infertile and small farming families suffer from hunger. But now the inhabitants of San Carlos de Chuquira in Ecuador have taken a bold decision: With the help of SWISSAID, the courageous aid organization, they are building a 15 km long water pipeline in the dangerous terrain of the high Andes. As soon as the irrigation system is in place, the smallholder families will be able to harvest vegetables from their fields three times a year, double their income and beat hunger.
Lesch+Frei Zurich has come up with an impressive image on the subject of water shortages: The close-up of a tear in the eye of a child from the village of San Carlos de Chuquira is accompanied by the following text: "Unfortunately, this water is not enough to make the soil fertile. The motif was successfully tested in the fall and now forms the emotional core message for SWISSAID's current fundraising campaign with posters, direct mail and direct mailings. All advertising materials will be in use from mid-February.
Responsible at Swissaid: Werner Küng, Head of Information and Fundraising, Pia Wildberger, Website and Magazine. Responsible at Lesch+Frei Zurich: Thomas Lüber, CD, Susanne Gehrig, AD, Irene Stutz, Consulting, Barbara Meier and Désirée Guzzo, Polygraphy.
