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july 2010 - "behind the mask" - a traveling photo exhibition to raise awareness about substance abuse

To mark the 25th anniversary of Dianova Portugal, and the International Day Against Drug Abuse and Illicit Trafficking, Dianova launched its fourth nationwide campaign dedicated to educating youth on the risks and consequences of substance abuse, and focusing on Youth Responsibility and Corporate Citizenship.

A nationwide drug awareness campaign is being launched in Portugal, resulting in a successful partnership between Dianova and the EPI Professional School of Image. The campaign revolves around a traveling photo exhibition by the name of "Behind the Mask".

Young Designers

Developed by students of EPI's Photography & Design course, the objective of the campaign is to bring young people aged 14-20 – the target population to which these students belong – to a better understanding of the mechanisms that lead to substance abuse, including peer pressure and advertising. In addition, the youth will be taught about the health and social consequences of substance abuse.

The Concept

Every picture tells the journey of a fictional character (in this instance, Lara, 19, a resident of Sintra) in the world of drugs, until she is eventually able to find her way out. The exhibition sets out 25 different pictures showing Lara's face gradually covered with a mask made up of different parts that fit together, one after the other, as and as she enters deeper and deeper into the world of drugs. In the middle of the story, Lara becomes invisible, her face covered with a white mask. But, from that point on, the scenario is reversed: the different pieces of the mask fall one by one to reveal her face anew, symbolizing the final stages of new-found freedom!

Partners

"The Professional School of Image is naturally inclined to promote community-based activities. This results from a philosophy which is inherent to EPI's educational philosophy, and that of the whole education community."  Jose Pacifico, Academic Director of EPI

"We are willing to support volunteer activities, in particular those related to youth, and by preference using a creative approach. Solidarity, Creativity, Youth, - these three words represent the real stakeholders of the project, and this is the primary reason why Espacio Docas and Arte & Etc are proud to host this exhibition." - João Viegas, Artistic Director of the Espacio Docas, Arte & Etc.

View the event's poster on Slideshare
Multimedia presentation on Slideshare

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