Stark PSA Captures the Dangerous Battle Between Covid Restrictions and Economic Disadvantage

International education and advocacy organisation Global Citizen has debuted a powerful new PSA, highlighting the experiences of those unable to follow Covid health guidelines due to their economic disadvantage. Creatively devised by Alma and directed by In & Out Productions’ Daniel Azancot, the ‘Wishful Thinking’ campaign drives action around the organisation’s Goal #5 - advancing equity for all. 

Shot in a black and white documentary style, the spot captures people from across the globe struggling to keep up with Covid health guidelines due to their personal circumstances. From a woman working in very close proximity with others to a homeless man unable to maintain safe hygiene practices, the powerful clips are intercut with stark photography, showcasing other people and places dually affected by Covid and economic disadvantages. 

In & Out Productions and director Daniel Azancot were approached by Alma with a script for the PSA. Working together closely to devise the best strategy, Daniel recognised that the key to the project was veracity. As such, In & Out focused on sourcing real life subjects for the spot, looking to hear their stories and everyday struggles. Shot entirely in Miami, the team reached out to charity associations, farming communities, and public services - as well as speaking to homeless people in the area - to find a cast of non-actors who could tell their stories in front of the camera. 

By conversing with those in the PSA ahead of filming, Daniel was able to better understand the obstacles they faced and how much Covid had affected them - helping to translate their stories into memorable vignettes. The team also worked to avoid any melodramatic elements in the film, ensuring none of the situations looked staged and focusing simply on the reality of these people’s lives. Completing a sun study on every location, the crew was also able to plan the shoot at particular hours of the day to embellish the scenes without further intervention. 

Director Daniel Azancot comments: “Watching the casting interviews and meeting everyone before shooting was a truly moving experience. Each person had incredible stories to tell, and it was very emotional to realise how easy it is to end up living on the street, or even struggling to maintain your family. No one lives in poverty for pleasure, or because they deserve it, and I aimed to capture this reality by treating each person with the respect they deserve. I think everyone felt it, and the energy was very positive during the shoot. We were all trying to do a great job, and hopefully enact some change in people’s lives.”

Although the PSA was shot in Miami, Global Citizen wanted to amplify the message in order to highlight the prevalence of these issues worldwide. Due to time restrictions and logistical challenges, photography was the best solution. Introducing a black and white aesthetic not only homogenised the style of the live action and photos, but added a photojournalistic element to the spot. 

Daniel Azancot adds: “Our inspiration was to emulate the Magnum photographers’ style - a mix between the quality and poetry of the black and white images, and the sad reality of what we were framing. Neither the creatives nor myself wanted the photos to look disconnected from the live action, so I suggested using still images of our scenes in Miami alongside the worldwide pictures. In doing that, the power of the live action and photography were connected, flowing perfectly throughout the spot.”