FUTURE LIONS COMPETITION
THE INVISIBLE STREETS TOUR
BRIEF: increase brand awareness for Médecins du Monde (MdM) and generate empathy to promote the 5x1000 tax allocation, which funds healthcare access for the most vulnerable — avoiding the victimizing approach typical of NGOs.
COPYWRITING
The idea is to create new travel itineraries — the “Invisible Streets Tour” — that expose tourists to the unseen realities and social issues in the vulnerable communities where MdM operates. The campaign drives users to MdM’s actual mission, aiming to generate awareness, debate, and civic engagement among an adventurous, socially conscious audience.