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The Complexity Project is a marketing campaign designed to change public perceptions of Africa and development. With the current models of promotion within the development industry, the public views purchasing commodities (like TOMS or Fair Trade) as solutions, rather than simply treating the symptoms of a more complex problem. The goals of the campaign are to encourage understanding of the complexity of injustice and poverty and shifting mindsets toward learning and understanding before taking action.

The Complexity Project consists of a pilot, first-draft documentary series, entitled “Marketing Complexity”, which seeks to highlight the nature of the problem and analyze the ways in which communications strategies affect the public’s perception of development and Africa.

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