By Katie Deighton

Oxfam has unveiled a social and poster campaign that aims to reposition extreme poverty as an issue that can have a definitive ending.

Created by Y&R London, The End takes inspiration from the final shot of vintage Hollywood movies. This grainy, desaturated title card is overlaid onto photos of extreme poverty in the developing world, accompanied by the message: ‘Extreme poverty has been halved in just fifteen years. Together we can make it a story from the past’.

The imagery will be released across print, out-of-home and digital out-of-home. A moving version of the poster will be released on social.

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Source: The Drum