I’ve always had a strong moral conscience about society and one’s responsibilities to those who are less fortunate than oneself. This started when I lived in Asia and saw real poverty and hardship.
This was reinforced by doing A-Level sociology where you learn about different points of view within society and about breaking down these views and stereotypes. During this time I was given a creative brief, which I approached by portraying homeless people in London.
I presented this campaign as if it was being done by the charity Shelter. This campaign aimed to break down judgments about homeless people and the stigma that is attached to them. I used the irony of estate agents taglines but applied to the locations where homeless people live. For example I went to Marble Arch at 5am in February, when the temperature was below freezing, and I took photos of homeless people sleeping in Hyde Park and added words like “contemporary space with sunny, open aspects…”
I think there are so many rigid views within society that need to be broken down and portrayed in a different light. I always feel passionate about socially aware campaigns and they have become a large part of me. I think that I am developing a social conscience, which is a fusion with my morality, and is beginning to define who I am today.
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