The Associação Mais Proximidade (AMP) wants to show that 0,5% of people’s tax return does not go unnoticed to those who need it.

A campaign that aims to subvert people’s perceptions by literally removing 0,5% from all their pieces–in print formats we remove this value from the color of the printing. A simple, funny, and ironic way that makes them look and think twice about this issue that goes unnoticed.

This action begins with a series of posters signed by the agency Leo Burnett Lisbon, with photography by Daryan Dornelles.This campaign signals Associação Mais Proximidade main purpose, fight loneliness and isolation of hundreds of elderly people so that they can have a more lived life, which is only possible with the help of everyone and 0,5% of their tax return.