"Hi Miss" is a campaign of UP Advertising Core against verbal harassment, specifically catcalling directed to women. A study conducted by the team revealed that 9 out of 10 women, specifically students of the University of the Philippines, have been catcalled at least once. The team found out that several catcallers were not aware that their comments can harass women, some of them even consider it as a compliment.
The posters depicted beautifully written words that seem friendly and harmless at first glance, but a deeper look reveals the negative effect that comes with it. The various copies are different comments often used by catcallers. The sub headline which says "Pare, nakakabastos yan ng babae" translates to "Bro, that can harass women". All of the copies were by our copywriter, Meggie Manago . The campaign was mainly composed of on ground executions with posters being placed in areas wherein catcalling was rampant.
This was my first serious attempt at typography, which is why i'd like to thank Issa Cruz and Celz Alejandro for their feedback during this project and Carmela Perez for her input as well.
Primary Campaign Poster
Secondary Campaign Posters
"You're sexy" and "What's your number?"
"Hey baby" and "What a snob"
"Where are you going? Ride with me" and "Come on, smile"
Campaign poster photo documentation
Thank You!
