2022 Winners & Shortlists

Background

Since 2014, more than 30,000 migrants have died trying to cross the Mediterranean Sea to reach Europe. These estimates are only from documented deaths, wrecks, and bodies found. There have been many more due to the pandemic. Making the Mediterranean “the biggest cemetery in the world”. Targeting migrants is almost impossible, due to their political status, geographical situation and general mood. So a new and surprising way to communicate with people who are incommunicado had to be created, giving migrants a choice to stay in their home countries rather than them having to take the risk of travelling abroad.

Describe the creative idea (40% of vote)

"Taste of Europe” is an initiative by New Hope Foundation, an NGO that promotes projects to help disadvantaged people gain access to first-world opportunities, primarily education and training. The initiative included parcels handed to migrants on Tangiers’ beaches (North Morocco), who were about to get on boats. A tin of (what looked like) sardines was added. The tin was wrapped with the letter, and branding. Inside the tin, personal item floating in sea water, as a reminder of what could happen if things go wrong. These letters were written by people who have attempted to cross. The aim of these letters was to persuade migrants to rethink about the daunting journey ahead.

Describe the execution (40% of vote)

The design used for the sardine tins, at first sight, is typical of the style many sardine manufacturers have made famous throughout history. The type, art and other elements reflected current and past sardine tin packaging. The colours are vivid, but the people whom we have depicted in the illustrations blend into the background so they aren't obvious. Each sardine tin has a personality on it - and that personality is the subject in the story that is included inside the tins. The people on the packaging were purposefully done in the shape of both sardine and boats. The illustration also gave a more intimate angle to our communication, plus the personal item within the tin, floating in sea water and seaweed – a reminder to those who haven’t realized just how dangerous the crossing can be.

List the results (20% of vote)

This idea also changed people’s perspectives regarding making a dangerous voyage. Highlighting the fact that without them, their own countries might not be able to change its fortunes (due to a migration of skills and knowledge). After handing out the parcels, 27% of those interviewed considered changing their minds about crossing the Mediterranean Sea. 13% Chose to stay and start a new life in Morocco. 5% Were integrated into local education with the help of the New Hope Foundation. Abeda, Aya, Zola, Etienne, Traore and others made it safely. But back home.