Justin Bieber Sponsored by Nigerian Family

MONTREAL - Aug. 10, 2015 - PRLog -- Who really is wealthy? Who is actually poor? Is this a serious campaign or a parody? Despite its fictional qualities, the Sponsor a Wealthy Child (SaWC) interactive project immerses the public in a humanitarian-style campaign that challenges global hierarchy to redefine the meaning of "poverty" in today's technological world.

Justin Bieber (http://www.sponsor-now.org/justin), like other Western children within the SaWC story, is held captive by relational poverty. Through sponsorship, he is learning how to reconnect with the people in his community: his elders, his neighbours, his friends, and even strangers. Through 280-character messages exchanged on the SaWC platform, a Nigerian sponsor family becomes the provider of knowledge and wisdom inverting the typical colonialist approach to humanitarian aid!

Beginning in early 2015 and recently nominated for the Awwwards, SaWC is an interactive, fictional project where families from the “Third World” come to the rescue of Western children isolated by technology, obsessed with themselves and ravaged by “relational poverty”. The story is told through a series of infomercials that replicate the aesthetic used by international humanitarian NGOs.

Developed in Canada by activists and independent filmmakers over the past 4 years, SaWC questions whether the accumulation of material wealth and technology has undermined human relationships and has left its children isolated. Director, Julien Boisvert adds, “Our project diverges from the path of conventional parody that is intended to be humorous. We want to promote reflection rather than laughter by exploring the potential of tragicomedy.”

Campaign Highlights:
• Over 150 children and sponsors are now paired through the bilingual platform;• four 5-minute satirical infomercials in English and French (200,000+ views).

Contact info:author/director:
Julien Boisvert
info@tapisrougefilms.com
http://www.sponsor-now.org/about