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Climate Change Hurts

A campaign for the World Health Organization about the effects of climate change on human health.


Role: Executive Editor
Client: World Health Organization
Year: 2009

Between 2030 and 2050, climate change is expected to cause approximately 250,000 additional deaths per year, from malnutrition, malaria, diarrhoea and heat stress.

In 2009, the WHO asked Fabrica, Benetton Group’s communication research centre, to develop a campaign about the effects of climate change on human health. 

I came up with the idea of showing human bodies with bruises that metaphorically represented the effects of global warming. In the first year, we produced four images, each  showing a person with a scar shaped like one of the four major continents: Europe, Asia, America and Oceania. In the second year, one main image showed a human foot bearing the same cracks as the dry ground on which it stood.

All images featured the headline “Climate Change Hurts”, directly associating an abstract topic like climate change with something very concrete such as the physical pain that humans can feel.

Agency: Fabrica
Art Director: Diego Beyro
Photographer: Kitra Cahana