Basic Necessities in Europe

European Anti Poverty Network is an independent network of non-governmental organisations (NGOs) and groups involved in the fight against poverty and social exclusion in the Member States of the European Union. EAPN is reminding the affluent to look out for the needs of the poor in a print advertisement set in a giant supermarket. “Not everyone has access to basic necessities. Adequate minimum income. Everybody deserves a decent life.”

EAPN Basic Necessities print advertisement

The campaign, launched in August 2008 and designed to run over a number of years, is designed to support a range of European organisations with different aims, including homeless shelters and refugee associations. Peter Kelly, representative for EAPN UK, said: “In using a coordinated campaign, there is the opportunity for greater impact. This means that not only do people see the same campaign everywhere they go, but also that the political powers receive a coherent message, as well as the media.


The campaign was developed at Dentsu Brussels, by executive creative director Roger Tavares, art director Eric Jamez, copywriter Jan Vandenplas, account manager Arnaud Boucher, photographer Gerard Turnley and retoucher Rob Frew.

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