The challenge (set by Dublin agency Chemistry): to encourage people to consider moving from disadvantaged urban areas to the countryside.

 

The solution: showcase the success of a Dublin icon -Molly Malone- in her new rural surroundings.

 

The aim is to make people who see Dublin as inherently part of who they are realise their new environment won’t affect their identity, it will just allow them to flourish.  By taking something so innately Dublin (the Molly Malone statue) and showing how it benefits from rural living the aim is to open a space in people’s minds where they might envisage how they would fare if they too relocated.