Paraíso Desigual is a local NGO that works to close the significant gap of inequality in Guatemala, where few have a lot and a lot have very few, resulting in lousy development, lack of education, and poor economic opportunities. 

They needed a powerful, meaningful print massage (or campaign) to impact potential medium-class supporters.

How is it that same thing is not the same for everybody?

In an unequal society, people can see the same things, but they have different meanings depending on who is watching it, using it, or being affected by it.

Therefore a simple thing like a newspaper can be a Communication medium for those who have a lot, a toilet paper for those who have less, and a sheet bed for those who have nothing. 

The same principle goes to a street, a vehicle, etc.

We want Society to realize this awkward and undeniable truth to care about it, get involved, and act in social movements that seek an equal world of opportunities, access to basic dwelling standards, and social development FOR ALL.