PROJECT
Amnesty International:
#NOVACANCIES
ROLE
Creative Direction,
Campaign Identity,
Print & Digital Design
Awards
Creative Conscience
Human Rights Category
DATE
2023
Amnesty International’s #NOVACANCIES campaign
An award-winning human rights initiative addressing Ireland’s housing crisis. Reframing homelessness as a systemic crime rather than an individual failure, the campaign adopted the visual language of crime scenes by transforming Amnesty’s signature yellow into caution tape declaring, “Homelessness is a Crime Committed by the State.”
Through print, digital, and out-of-home executions (including a 12-second animated DOOH loop) the project moved beyond awareness to direct public action, inviting grassroots protest and viral participation.
The campaign received recognition in the Creative Conscience Awards (Human Rights Category).
The digital out-of-home campaign features a 12-second looping video animating key artwork elements. As a sleeping homeless woman fades into a chalk outline, flashing police lights suggest a crime, while yellow tape with the campaign’s message seals off a scene of human rights violation.
For Amnesty International’s #NoVacancies campaign, I created a bold activation concept that reframes vacant buildings as symbols of the homelessness crisis. Supporters receive a crime-scene–style action kit and are encouraged to mark empty properties and share the message online, turning awareness into visible, participatory activism.
