The project was ideated to create an emotional connection between a younger generation and Alexandria’s cultural heritage without making the message feel heavy, predictable, or overly alarming. Instead of relying on the usual red warning signs and disaster-focused visuals, the city’s landmarks become voices of their own each postcard feels like a personal message from a place asking not to be forgotten.

The campaign takes a playful, postcard-inspired approach to make a serious issue feel more approachable and engaging for a younger audience. Calming blues reflect Alexandria’s sea and beauty, while vibrant pink adds energy and creates a sense of tension between what the city is and what it could lose. The goal is to make young people stop, look, and feel something connecting with their city before simply being told to “save it.”