Our recent work for Amnesty International is part of a competition to help tackle political demonisation and an increasing ‘us vs them’ narrative across media and society.
Breaking down the ’us vs them’ narrative is dependent on creating empathy and a common understanding with those who appear different.
Our everyday, basic human preoccupations are universal and are the things that connect and unite us.
By illustrating the thoughts and lives of people who are being demonised, we can help to increase connection with them by emphasising the way that their lives are the same as ours.
#JustLikeYou becomes an inherently social message, that connects people around the world, tapping into the idea of universal everyday activities or everyday emotions: I love dinner #JustLikeYou; I love the beach #JustLikeYou; I love cake #JustLikeYou; I love my kids #JustLikeYou; We love dancing #JustLikeYou; We love music #JustLikeYou; We love football #JustLikeYou
A huge thanks for all the imagery provided by Unsplash