“It won’t always be like this” to me is a campaign that expresses the purest core interest of the Irish people. A campaign that pushes to re-ignite hope amongst even the most a-political. It’s about waking us from our apathy and driving us with our empathy. “It won’t always be like this” is the simple reassurance we need to wake up every day and try again, to make this Island’s future, a compassionate one. ‘It won’t always be like this” implies that time is healing, and with recovery comes action. This campaign reminds the people that though we are still healing, there’s a future to strive for within our grasp and we must too, take action.”