The Truth
Uncomfortable
We are living in a time
that distracts us from the essentials
We moved away from our human value,
of genuine listening,
of real links.
Displays,
speed,
the context that overwhelms us...
disfigure us.
We keep quiet.
They shut us up.
We live in a world of noise and copying
An inauthentic world,
where the speaker is conflictive,
where discourses are polarised,
where power is liquid
and slips between likes, algorithms and trends.
And in this world that copies, it is also marginalised.
Because what is uncomfortable is silenced.
Because what doesn't fit, is erased.
What is different does not hurt.
What hurts... is what we don't want to see.
Who makes you more uncomfortable:
the other or your own gaze?
Messages no longer connect us:
we are turned off.
All...
is a real inertia.
But there is an uncomfortable truth.
One we don't want to see.
We don't want reality.
We want to live in the great digital fantasy.
One life
disembodied,
without limits,
without memory,
no apprenticeship.
Automatic.
We have become spectators
of our own lives.
Players of soulless messages.
We have forgotten to inhabit meaningful speech.
To use the word as a bridge.
Listening as an act of resistance.
In this constant noise,
Reduce is to say no less.
In other words, better.
Rethink is not to look back.
It is to look with meaning.
Resignifying is not a rehashing of the past.
It is to give it a new future.
We need messages
breathing
who do not shout
that don't hurt
to return the body to us
The uncomfortable truth is this
None of this is neutral.
Every scroll is a choice.
Every silence, a renunciation.
Every word,
a seed...
or an ash.
There is still time
of looking
of feeling
of listening
to return
to be human.
The biggest risk
today is not
miscommunicate
It is not having
nothing real
what to say
Sample
13 Uncomfortable Questions
What we don't say
Questions that do not seek quick answers, but shared silences. A visual and textual journey that invites us to make ourselves uncomfortable, to slow down our mental scroll, and to look at ourselves from the point of view of empathy, power, language and truth.
Thames 1916, Palermo (between Nicaragua and Soler)
Mural #01
What happens when a brand lies well?
“Marketing without purpose does not communicate: it misleads”.”
This mural was born from a reflection on the need to align communication strategies with the real values of brands.
Mural #02
Who designs the city you live in?
“An empathetic city is not a utopia. It is more liveable.”
This mural interrogates the way cities communicate and build links: what kind of urbanism are we legitimising? What messages do our public spaces send back to us?
Mural #03
Who are you when no one measures you?
“Coherence doesn't need KPIs: it needs courage”.”
This mural is inspired by the need to revisit authenticity in a context where everything seems to be evaluated by metrics. Where is the value of the invisible, the genuine, the silent?
Mural #04
Is sustainability your commitment or your excuse?
“The label doesn't make you green. The impact does.”
This mural proposes to question greenwashing and the superficiality with which many brands appropriate the sustainable discourse. Is there coherence between what is communicated and what is practised?
Mural #05
Does your communication transform or dissimulate?
“There is no make-up that disguises a lack of purpose.”
This mural arises from the critique of empty communication, which instead of transforming, covers up, covers up, entertains. What is the real purpose behind the message?
Mural #06
Who benefits from your silence?
“Silence also communicates. And sometimes it shouts.”
This mural confronts us with the power of silence as a political and communicational decision. In times when everything is exposed, silence can be as influential as speaking.
Mural #07
Is your voice your own or outsourced?
“We cannot outsource our ethics”.”
This mural reflects on how organisations (and individuals) delegate their messages without checking their authenticity. Who speaks for you? Who designs your discourse?
Mural #08
What will you leave behind when you are gone?
“Legacy is not measured in achievements, but in links that remain.”
This mural proposes to think about the real impact of our communication: what do we leave in others? What is the point of communicating if there is no real connection?
Mural #09
Why is it so hard for us to listen?
“Listening is the most revolutionary act in a world of noise”.”
This mural is based on listening as a tool for leadership and transformation. In a context where everyone talks, listening is a subversive and necessary act.
Mural #10
What would you say if it was your last message?
“Every word we say can be seed or ashes”.”
This mural invites us to rethink the responsibility of every message we send out. In an over-communicated world, what value do we give to words?
Mural #11
Do your messages pollute or transform?
“Reduce. Rethink. Resignify. Communication can also be sustainable”.”
This mural is born from the 3Rs of purposeful communication. Communicating also generates impact. Are you measuring it?
Mural #12
To whom does power belong today?
“Power no longer rules: it influences. But sometimes without a soul.”
This mural reflects on the paradigm shift in the exercise of power. In a time of influencers and algorithms, who makes the decisions?
Mural #13
Who makes you more uncomfortable: the other or your own gaze?
“What is different does not hurt. What hurts is what we don't want to see”.”
This mural questions our prejudices, our resistance to change, to the other, to what we don't understand. What happens when what bothers us is not the other, but our own reflection?
Mural #01
What happens when a brand lies well?
“Marketing without purpose does not communicate: it misleads”.”
This mural was born from a reflection on the need to align communication strategies with the real values of brands.
Mural #02
Who designs the city you live in?
“An empathetic city is not a utopia. It is more liveable.”
This mural interrogates the way cities communicate and build links: what kind of urbanism are we legitimising? What messages do our public spaces send back to us?
Mural #03
Who are you when no one measures you?
“Coherence doesn't need KPIs: it needs courage”.”
This mural is inspired by the need to revisit authenticity in a context where everything seems to be evaluated by metrics. Where is the value of the invisible, the genuine, the silent?
Mural #04
Is sustainability your commitment or your excuse?
“The label doesn't make you green. The impact does.”
This mural proposes to question greenwashing and the superficiality with which many brands appropriate the sustainable discourse. Is there coherence between what is communicated and what is practised?
Mural #05
Does your communication transform or dissimulate?
“There is no make-up that disguises a lack of purpose.”
This mural arises from the critique of empty communication, which instead of transforming, covers up, covers up, entertains. What is the real purpose behind the message?
Mural #06
Who benefits from your silence?
This mural confronts us with the power of silence as a political and communicational decision. In times when everything is exposed, silence can be as influential as speaking.
Mural #07
Is your voice your own or outsourced?
“We cannot outsource our ethics”.”
This mural reflects on how organisations (and individuals) delegate their messages without checking their authenticity. Who speaks for you? Who designs your discourse?
Mural #08
What will you leave behind when you are gone?
“Legacy is not measured in achievements, but in links that remain.”
This mural proposes to think about the real impact of our communication: what do we leave in others? What is the point of communicating if there is no real connection?
Mural #09
Why is it so hard for us to listen?
“Listening is the most revolutionary act in a world of noise”.”
This mural is based on listening as a tool for leadership and transformation. In a context where everyone talks, listening is a subversive and necessary act.
Mural #10
What would you say if it was your last message?
“Every word we say can be seed or ashes”.”
This mural invites us to rethink the responsibility of every message we send out. In an over-communicated world, what value do we give to words?
Mural #11
Do your messages pollute or transform?
“Reduce. Rethink. Resignify. Communication can also be sustainable”.”
This mural is born from the 3Rs of purposeful communication. Communicating also generates impact. Are you measuring it?
Mural #12
To whom does power belong today?
“Power no longer rules: it influences. But sometimes without a soul.”
This mural reflects on the paradigm shift in the exercise of power. In a time of influencers and algorithms, who makes the decisions?
Mural #13
Who makes you more uncomfortable: the other or your own gaze?
“What is different does not hurt. What hurts is what we don't want to see”.”
This mural questions our prejudices, our resistance to change, to the other, to what we don't understand. What happens when what bothers us is not the other, but our own reflection?
Design: Jazmín González Rossi and Bianca Miotti
Lectura Performática: Pepa Luna
Live music: Trio TEMPO (Gisela Farías, Diego Balta, Ronaldo Fanello)
Assembly: Juan Carlos Urrutia
Photograph: Lucia Galli
Web design: Cyberiada.com
Catering: Débora Fanello [@debora.chef].
Winery: Aristides
Claudia Armesto
Graduate in Social Communication. President of Empatía Comunicación. Founder of Empatía Comunidad. Communicologist, journalist, teacher and author.
