Know Hope is a campaign to encourage young people in deprived communities across the capital through sport. After the national celebration of sport in London 2012, the communities of which were at the forefront of the world’s eyes have seemingly been forgotten about and the remnants of the Olympic site has begun to fade. Many young people are living in families suffering from modern-day poverty where any hope is all but gone.
The campaign looks to celebrate the sporting talent of these young people and give them the spotlight via social media to bring hope back into their lives. Bringing back the hope that once existed during London 2012. The idea flips the premise of celebrity culture and instead gives these unknown talents a chance to shine instead. These young hopefuls spread the colour of ambition throughout the grey and monotony of their prospects post-Olympic Games.
The animation was a submission for D&AD New Blood 2018.