‘Care for Petra’ welfare campaign

‘Care for Petra’ welfare campaign
Petra in Jordan is a world heritage site that attracts hundreds of thousands of visitors each year. Despite the income generated from these visitors, there is also a concern regarding the long term protection of the site, the welfare of children who are expected to work there at the expense of their education and the welfare of donkeys used to transport tourists to and from the site. Our brief was to highlight these issues on posters, banners and a visitor leaflet. We had photography that we could use but the client was wary of showing people that could be identified so we came up with an creative idea based around somebody ‘not being there’. For example the postcard seller shouldn’t be there (she should be in school), the tourist’s arm reaching for the ancient stone (it’s illegal for anything to be removed and sold from the monument) and the overweight tourist (they should walk as donkeys are often mistreated or too weak).
Client: Petra Visitor Centre, Jordan
Categories: ,