Video: Rich and Poor: Mexican PSAs
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
As much as idealists dream of universal equality and brotherhood, the contrast between the standard of living of the poor and the rich remains striking. Mexican bank Banamex has launched a social advertising project "Erase the Difference", in which photographer Oscar Ruiz took several aerial photographs. The difference between the "worlds" is visible to the naked eye.
The purpose of the social advertising project is to draw attention to the municipal development program in low-income areas. In Mexico City, wealthy and poor neighborhoods are literally side-by-side, and, unfortunately, the rich don't think about it. The photographs were taken from a bird's eye view, Oscar Ruiz, flying a helicopter, climbed over residential areas and took a series of photographs, the most successful of which were used for advertising purposes.
In total, 4 photos were selected, on which you can see luxury apartments next to dilapidated shacks. Snow-white residential buildings with neat tiled roofs and manicured green lawns in the courtyards look like an antinomy of gray buildings that have not been repaired for a long time. The name of the project literally translates as "Erase the Difference", the authors call for the elimination of discrimination existing in society.
At first glance, it seems that these images are a skillful collage, because only insignificant partitions separate the houses. In fact, the authors did not use Photoshop, we have real pictures in front of us. The slogan of the advertising project says that "these images have not been changed, all changes were made by time."
According to statistics, about 46% of Mexico's population lives in poverty, and the country has the world's highest gap between minimum and maximum wages. About 20 million people live in the country below the poverty line; they still do not even have a centralized water supply in their homes.
Despite the fact that the project was launched to create effective advertising for banking services, the pictures were so impressive and the topic was so hot that the photo cycle gradually received a wide public response.
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