PROJECT
Amnesty International:
#NOVACANCIES
ROLE
Campaign Identity,
Print & Digital Design
Awards
Creative Conscience
Human Rights Category
DATE
2023
Amnesty International’s #NOVACANCIES campaign
#NOVACANCIES reframes Ireland’s housing crisis as a systemic failure rather than an individual issue. The campaign uses the visual language of crime scenes to position homelessness as an act of negligence, not circumstance.
The project was recognised in the Creative Conscience Awards, Human Rights Category.
I developed an identity system built around Amnesty’s signature yellow, transforming it into caution tape carrying the message “Homelessness is a Crime Committed by the State.” 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.
This visual device was applied across print, digital, and out of home formats, including a 12 second animated DOOH execution. The campaign was designed to move beyond awareness and encourage public participation, inviting people to physically and digitally intervene in vacant spaces.
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.
