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SAVE ABYDOS

HAVAS, New York / WORLD MONUMENTS FUND / 2022

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Cultural / Context information for the jury

Some of the world’s most significant cultural heritage sites are being threatened by destructive forces like climate change, tourism mismanagement, and neglect. World Monuments Fund, the leading independent organization devoted to safeguarding these treasured places, wanted to recruit people on the streets of NYC to broaden awareness about the most at-risk sites, drive signups, and spark donations. But New Yorkers are a different breed. They live busy, fast-paced lives 24/7, with no time to spare or patience for generic charity messages. To get through on their terms, we designed a series of posters to reach New Yorkers in the rare moments when they had time to kill – while waiting for transport. We then customized our message by speaking directly and personally to their unique New York mindset, building empathy before we asked for support via QR code, bringing them to the site to learn more and sign up

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