While the world has achieved progress towards gender equality and women’s empowerment under the Millennium Development Goals (including equal access to primary education between girls and boys), women and girls continue to suffer discrimination and violence in every part of the world.
Gender equality is not only a fundamental human right, but a necessary foundation for a peaceful, prosperous and sustainable world. Unfortunately, at the current time, 1 in 5 women and girls between the ages of 15-49 have reported experiencing physical or sexual violence by an intimate partner within a 12-month period and 49 countries currently have no laws protecting women from domestic violence. Progress is occurring regarding harmful practices such as child marriage and FGM (Female Genital Mutilation), which has declined by 30% in the past decade, but there is still much work to be done to complete eliminate such practices.
Providing women and girls with equal access to education, health care, decent work, and representation in political and economic decision-making processes will fuel sustainable economies and benefit societies and humanity at large. Implementing new legal frameworks regarding female equality in the workplace and the eradication of harmful practices targeted at women is crucial to ending the gender-based discrimination prevalent in many countries around the world.
Our community is all women, your Mother, your Grandmother, sister. We will be working with East Rand Mall to host a Women’s Week.
HOW WE HELPED
ADVERTISING AND DIGITAL MARKETING – ONLINE
East Rand Mall already has social media accounts in place so all we would need to do is design the banners and post for them to upload onto their platforms. Post would need to be designed for Facebook and Instagram separately as the dimensions are different for each platform. The Profile Pic graphic can be started by the ERM Instagram account with the branding on it alongside the graphic.
ADVERTISING AND DIGITAL MARKETING - IN MALL
After the site visit, various opportunities for exhibition installations were presented. Throughout the mall there are different platforms where material can be placed to promote and showcase the event for Women’s day. Both physical/print and digital spaces are available to us to create content for. Each will need to be designed differently due to dimensions and size restriction, however the designs will follow a system and guidelines to ensure cohesiveness.
CONCEPT PLANNING AND DEVELOPMENT
Once a concept was selected for the entire project we started planning and develop the concept further with regards to our team’s responsibilities and tasks.
All group members contributed fairly and equally with their skills and knowledge in order to complete our assigned tasks.
The team worked well with one another and the group synergy was top notch.
MANNEQUIN SCULPTURE & THE RIBBONS
We found a local wire crafter to make the us our mannequin sculpture, he can have it done within a period of 3 working days for R450-R500.
People will pull the tags off the ribbons tied onto the frame of the wire sculpture leaving just the ribbon behind, resulting in the sculpture being covered with these colorful ribbons. These ribbons will be coloured according to the colour palette for the campaign.
This will leave behind a beautifully decorated statue that stands as a symbol, an icon for women, to stand as a monument of empowerment and inspiration.
R150 was spent on the 3 colour ribbons
LOGO IDEATION AND EXPERIMENTATION
The idea of the experimentation alongside, works on the metaphor of expression with use of a smudge of lipstick. Using a tool or commodity that is used by women to showcase empowerment apart from its intended purposes, stands for something. It is an element that women can use to express themselves.
Alongside you see the same idea applied in a different style and iteration. Drawing the gender sign with lipstick. This works on a playful motif, it's more expressive, abstract and elegant. Further refinements and iterations of the previous ideas and more experimentation.
Taking the ideas and experimentation from the previous examples, this idea works on creating a flag metaphor that unites women globally under one flag, a rebellion type of flag. Instead of a flag representing a country or continent, this is now a flag that is something better, a flag, a logo, an identity, that represents a global population, to unite them, and to empower them. Quite cliché, but the concept is quite powerful and unique.
Tags come in all shapes and sizes and can be made out of many materials including recyclable materials like wood, paper, or plastic. Designs can be placed on the front and back of the tag
The colour of the ribbons can change the meaning. This example uses pink to represent support for breast cancer. Our idea is to put an inspirational quote on one side of the tag and the branding on the other.
WHAT WE DID
The logo works on the metaphor of expression with use of a smudge of lipstick. Using a tool or commodity that is used by women to showcase empowerment apart from its intended purposes, stands for something
Petal was the name we decided on for our beautifully decorated wire mannequin. Petal will be our statue of gender equality and women empowerment.
The wire sculpture of the woman will start out decorated in tags attached to the frame via coloured ribbons. Each of these branded tags will have an empowering or inspirational quote on them that people can take home with them.
The tags were designed for “what if” questions generated by the team to place on the sculpture
Designs and the layout for the Instagram account.
We also designed content for East Rand Mall’s Facebook page to brand ERM with the campaign. A profile image, cover image and image posts were designed.
PROMOTION VIDEO & MOTION GRAPHICS
The “What Ifs” were featured in a Promotional Video animation that would feature on social media and the big screen in the food court of East Rand Mall.
The animation was also designed for the iPoints around the store.
The team also filmed a video specifically to advertise Petal for the campaign. Petal has become the mascot for Inspire, Empower, Encourage and will be touring to East Rand Mall on 9 August 2019.