Type
Visual Design, Multimedia Design, Social Media
Client
Flora Tristán - Decidir nos hace libres
Industry
NGO
My role
Creative and Art Director
Team
Copywriter and Client
Platform
Facebook and Instagram
Tools
Adobe CC, Illustrator, Photoshop, Premiere, After Effects
Time
4 months
This campaign provides information on abortion to reduce the stigma in society and sway the opinion of citizens towards decriminalization.
"Decidir nos hace libres” was a campaign to legalize abortion in cases of rape. This campaign lasted 4 months and we had a very low budget.
The campaign's axis is to demonstrate how the criminalization of abortion is coupled with poverty, inequality, lack of legal tools, and social sanction, which result in clandestine abortions and forced maternity.
Through our social media strategy,
we are raising awareness about forced maternity and abortion criminalization. In addition, we are exposing the violence women experience after being forced into pregnancies.
Audiences to reach
Public main
Young women (16-35 years old) who use social networks and agree or disagree with the decriminalization of abortion.
Public secondary
Teenagers and young adults from sectors B, C, D, and social justice activists and feminists.
The tone of communication should be simple,
with concrete and contemporary examples. It is about making the problem visible and proposing solutions.
-
What should society do in response?
-
What is the appropriate way for the media to cover abortion news?
-
How should the laws be worded?
-
What is the impact on public health?
Naming
"Decidir nos hace libres" was chosen because it combines freedom, autonomy and the right to live a dignified life without forced maternity.
Color Palette
-
Violet: the color of the feminist movement.
-
Green: the color of hope, harmony, and seeking solutions.
-
Magenta: the color of struggle, kindness, and compassion.
- Black: used to symbolize the darkness and sadness behind the issue of abortion decriminalization.
Violet
#4a1c89
Green
#179b24
Magenta
#b5173e
Black
#000000
Typography
«The Master of Break» will be used only for headlines.
«DIN» represents modernity, clarity, and secondary information. Use it for paragraphs.
Master of Break
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
DIN
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
I created a variety of short videos with music from feminist artists singing the stories of the women and girls who were forced to become mothers.
For our younger target audience, my design was dynamic and creative with photos, illustrations and vector graphics to show the impact of their involvement in this issue.
For example: I showed the life of girls on the one side, free from sexual violence and pregnancy. Then I zoomed in on aspects of their clothing, hair and their bellies to show the transition into pregnancy.
«Peruvian women are considered criminals when making decisions for themselves and their lives. This situation has to change!» ♀️ #DecidirNosHaceLibres ✊
«Every year, 35,000 women are forced to be mothers, many of them the product of sexual violence. Until we can decide, the women of Peru will not be citizens» #DecidirNosHaceLibres ✊
«When will girls and adolescents who experience sexual violence have the right to decide? Don’t touch, rape or murder the girls! Protect them and allow them to be girls, adolescents, and grow up to be happy. No girl should be forced to be a mother» #DecidirNosHaceLibres ✊
«Your prejudices do not let you see the real culprits. What if instead of judging them, we focus on them?» #DecidirNosHaceLibres ✊
«#TheStateIsResponsible for the sexual violence that girls, boys, adolescents and women are forced to experience on a daily basis. Don’t touch, or rape, or kill the girls!» #NiUnaMenos #PeruPaisDeVioladores #DecidirNosHaceLibres ✊
«Girls should be able to be anything they want, except mothers. In 2017, 58,583 Peruvian girls and adolescents became mothers. Were those maternity wards decided? Do girls and adolescents have the option of choosing?» #RightToDecide #DecidirNosHaceLibres ✊
The Results
We succeeded in making the problem visible and gaining support from the public.
My contribution
I designed a variety of graphics and audiovisuals for social media using data about social violence and forced pregnancy in Peru.
Together with the copywriter, we brainstormed ideas and shared learnings on how stories should be presented in a subtle and respectful manner.
We fit the brief document and constantly received feedback to achieve the goals in a short time.
A variety of promotional strategies were used on social media and the NGO’s website, such as static and animated posts, GIFs, templates, and banners.
I also created a brand book that would serve as a style and content guide for any future designers who worked on the project.
200
increase in engagement despite our shoestring budget
70
of commenters left positive feedback
12000
followers have been gained through the campaign on Facebook and Instagram
A learning experience
This was my first large campaign for an NGO
I was struggling at the beginning because I was coming from the advertising world and I had visual standards that didn’t translate to NGO campaigns. For example, advertising lacks diversity and doesn’t show real problems. When I started this campaign, I was still selecting photos and making designs that still represented whitewashed beauty standards. The client gave me feedback on how to add inclusivity to the visual design. The client said I needed to do some research, so I did and I created a campaign that portrayed the diversity of Peruvians.
Today, I’m still bringing in and including types of bodies, racial identities and gender expressions that are not usually represented. It has become more and more relevant for me to be involved in projects that want to create design that is inclusive in this way. I am always open to receiving feedback so I can improve my skills and incorporate other perspectives. For me, this is an invaluable part of being a team player and doing my best to meet client needs.