The theme of this year's Annual Report was impact and outcome and for the first time in our 15-year relationship with Concern Worldwide, we styled and art-directed our own photoshoot to complement a carefully considered selection of Concern’s photography from the previous 12 months, thus substantiating the concept further.
We commissioned the photographer Ros Kavanagh to take images to represent their five program areas: emergencies, education, food, income and markets, HIV/AIDS, and health, with a special focus on their 1000 Days campaign. The images conceived of arrangements of every day essential items, such as soap, vegetables and saucepans, representing how Concern improves the livelihood of millions of the world's poorest people by giving them independence and by helping them to help themselves, while respecting their dignity and acknowledging their capacities.
Many of the items photographed were brought back by the Concern staff from field trips. We arranged the items on different textured backgrounds, including sack cloth, black board, wood, to complement the materials, colour palette and uncoated paper stock that the report was printed on.
The following quote truly sums up how well this was recieved:
“The designers at Red Dog always approach this task with empathy and an understanding of the audience. The subject matter is treated with sensitivity and dignity, yet creativity is never compromised. The Concern Worldwide 2012 Annual report is powerful, convincing and compelling.” Eithne Healy, Communications Manager, Concern Worldwide