In such an unsettled world we need to challenge harmful beliefs in order to create change.
Maybe, we should step out of our comfort zone and start asking ourselves uneasy questions.
I challenged myself to imagine what else a matchbox could do other than light a flame. That got me thinking, what if something as small as a matchbox could set fire to change?
These matches challenge opinions on social issues such as homophobia, racism and sexism.
I imagined how this concept would work as part of a campaign for Amnesty International. Amnesty International are a group people from across the world standing up for humanity and human rights. The campaign encourages people to change their own opinions by asking burning questions, whilst also promoting the matches.
This campaign also works alongside social media. In my research I found that human rights are easily ignored so images that are guaranteed to attract attention are used. However when a user looks closely they notice that is not what they first thought, and that it is in fact an advert for Amnesty International that asks a very uneasy question.