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The Developing World Connections campaign doesn’t focus on business or pleasure trips, although both of these categories do factor into its true message to a certain extent. This ad campaign promotes charitable trips in which people travel to other countries to do good instead of going for personal and often selfish reasons.
Conceived and executed by Maclaren McCann, an ad agency based in Vancouver, Canada, the Developing World Connections campaign centers around typical passport stamps that have been tweaked to depict the selfless activities people can participate in. Paired with statements like “Be more than just a tourist,” this ad campaign urges people to “Help where it is needed most. Go on an international volunteer experience.”
The Developing World Connections campaign was art directed by David de Haas.