Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Working alongside Clear Channel, M&C Saatchi released a Mother’s Day campaign that highlighted the devastating effects of knife crime. Using an AI system that recognises sirens on the way to major trauma hospitals, the ad featured real text exchanges between worried mothers and their sons.

Amid growing concerns about the effects of air pollution, the Polish Smog Alert and Clean Poland Program Association have launched a campaign to educate the public on the dangers of poor air quality. Using the shock factor to gain attention, it’s showing people the real-life impact of pollution.

As the cost of living crisis raises the threat of homelessness for many households, Crisis is seeking to draw attention to the issue with a hyper-realistic sculpture. It's forcing people to face an uncomfortable reality through a radical campaign that puts personal stories at the forefront.