Adolie Day has created a stunning illustration for the 50 euro note as part of the Mom’ney Project, an initiative led by Make Mothers Matter to highlight the invisible and unpaid work of mothers and caregivers.
Every day, more than 16 billion hours of unpaid care work are performed worldwide, 76% of which is done by women—essential work that accounts for nearly 9% of global GDP.
To highlight its work, the NGO called on the Publicis Group to create impactful visual communications that would effectively reach its audience. The decision was made to work with a number of talented illustrators.
Taking advantage of the historic competition launched by the ECB to redesign the eurozone banknotes—the first since 2002—this project proposes a bold version of the future eurozone banknotes to celebrate the true wealth of our societies: care, and those who provide it.
This artistic and activist project questions our relationship with money and invisible work, while offering a powerful visual work that is well-suited to the NGO’s communication challenges.
