The Privilege of Choice 

An experience created to feel and understand the injustice of inequality

One could say that inequality is a matter of effort, of “trying harder”...

However, inequality is actually a problem linked to luck, a matter of immovable circumstances out of control (like, for example, gender) that tie people to very unfair environments and allows no social mobility whatsoever.

NGO Oxfam Intermón releases a yearly report to shed some light on this urgent problem, and to help creating a world without poverty and an unfair distribution of opportunities, money and basic needs. We worked with them to create an online experience to make this data relatable and understandable; our aim was to establish a conversation with the audience that could turn cold facts into feelings that would make the users walk a mile in someone else’s shoes. A path that would be much more disadvantaged that their own luck.

At www.elprivilegiodedecidir.com (currently only available in Spanish), users could calculate in a percentage, that we called “the privilege index”, their level of privilege in society, and they could understand why many different factors can alter how fortunate they might be in life through data. The action asked questions related to the kind of house the users where living at, their hopes for the future or even if they had attended any demonstration in the past year. It was an interactive experience that reached a very high engagement ratio, making the signing in number improve up to 400%.

Moreover, we also hacked a real-life (privileged) experience to make a lucky group of people experience the fate of the most disadvantaged in an emotional way. We created a life data visualization in a cinema room to explain the report results using sound, image and light (video below). The people involved were presented with the data in a way that they would feel inequality in their own life, understanding the big component of fate in it.