Every year hundreds of organizations outdo each other in creating an engaging message to help raise funds from the 1.5% tax refund. It’s hard to get a more powerful message than the harrowing truth, but what if, while struggling for clarity, we want to present the authentic face of human tragedies without resorting to echoing the image of the wronged? Artificial intelligence may be the answer.

The campaign created by the Clos Brothers agency for the Joanna Radziwill Care Wings Foundation combines two mutually exclusive spheres: it shows the real story while protecting the identity of the children whose stories it tells. The posters feature faces generated from real photos of the Foundation’s charges and read slogans composed from their shared experiences.

The idea to use artificial intelligence was born during a workshop organized by the Clos Brothers agency, which was attended by the wards of caregivers of the Joanna Radziwill Foundation. Every day for many years, the three day homes of Care Wings have been visited by dozens of children who find no support from their loved ones. They are looking for a place free from violence, screaming, alcohol, a place where they will be able to do their homework in peace, talk about their problems and develop their passions, and above all believe in themselves and that their reality does not have to look like this, they are not doomed to duplicate the mistakes of their loved ones.

On the foundation’s profile(https://www.facebook.com/fundacjaopiekunczeskrzydla/) you will find photos from numerous workshops, trips, shows or lessons organized for the youngest. The foundation, of course, has the right to publish the image of children, but it is one thing to show them in the context of learning or having fun, and another to put their faces on a poster with the caption “Help me. My life is terrible.” – says Malgorzata Kostro-Olechowska, Director of Fundraising and Communications at the Joanna Radziwill Care Wings Foundation. On the other hand, in communications we always struggle for clarity of message, and what can be more moving than the truth itself?

Artificial intelligence algorithms are often criticized because they draw from other people’s creations without citing the source. In this case, we were concerned precisely with keeping the source anonymous, but the creation still containing the highest possible percentage of truth,” emphasizes Rafal Mikulski, Managing Partner at Clos Brothers.

Hence the faces created from the many photos of the wards and the stories that were written for the children based on their shared experiences, moving and authentic in every sentence, but not allowing anyone to be identified.

We don’t want to stigmatize anyone, because we believe that one day our charges will be able to leave their past far behind,” adds Malgorzata Kostro-Olechowska.

The online campaign is being carried out through the profile of the Opiekuńcze Skrzydła Foundation using static creations and short animations. Posters with modified copy also appeared around the foundation’s homes in Warsaw, Milanowek and Kamionka, engaging the local community to help children in the area.

Links:
Clos Brothers: https://www.closbrothers.pl/
Landing page: https://fundacjajoannyradziwill.pl/1-5-procent-podatku/
Social media: https://www.facebook.com/fundacjaopiekunczeskrzydla