BRAND IDENTITY + CAMPAIGN (ANNIVERSARY)
After thorough research understanding how the abuse cycle works, these women under abuse crave for freedom. Therefore, to celebrate its 33rd anniversary, Women's Aid Organisation will launch campaigns based on the single-minded proposition of "Freedom Women Deserve". It communicates how every woman deserves to live free from abuse, just like any other living being.
The campaign will not only focus on not just the victims, but also to youngsters as to educate them all about abuse.
Hence, #myfreewoman, for all who want to put a stop to abuse, and especially for all Malaysian women who strive for freedom.
To commemorate Women’s Aid Organisation’s 33rd Anniversary, I gave double meaning to the logo mark, which is to use the number 33 as birds, which symbolise freedom.
Here's a series of posters that can be advertised in women's department stores and magazines. It aims to make abuse victims realise the situation they're in and encourage them to leave the abusive relationship.
Is It Really All Your Fault emphasises that women shouldn't take the blame for themselves and to get up and leave.
Are You His Little Puppet speaks about how women under men's abusive commands should set themselves free.
Does He Treat You Like Trash wants women to know that they matter, that they're not worthless and that they deserve much better.
The #myfreewoman campaign is based on the core idea of believing that all women deserve to be free from any form of abuse. The hashtag #myfreewoman on Instagram shows a series of Malaysians who agree to stand againt this real-world issue by wearing/ holding something red while posing with their right hands raised up.
The campaign will launch in October, the National Domestic Violence Awareness Month, with 33 local celebrities posting a photo of their right hands up and also wearing something red. They will invite their followers to stand against abuse together, by checking out their bio links on their profile.
These celebrity posts captioned with #myfreewoman will invite followers to check their bios, which is linked to a microsite (www.myfreewoman.com) that can allow the public to pledge against abuse. Others can join the campaign and anti-abuse conversation as well, by posting on Instagram with #myfreewoman too. For every photo posted, RM3.30 will be donated to Women's Aid Organisation to support these women in need.
Women's Aid Organisation has a TINA (Think I Need Aid) SMS system, whereby anyone can text and talk to a friend, someone from the organisation, about their abuse problems and even call for help in times of emergency. This system is not very known, so by advertising these as stickers in the ladies's cubicles, women can save the TINA's number conveniently.
The sticker is stuck on the inside of the toilet cubicle, to avoid suspicion of the woman's abuser.
A receipt is just a receipt, but what if we could use it to send discreet messages? At the back of these receipts, series of stories by domestic abuse survivors will be printed, along with contact information of the organisation. Distributed in women department stores, this receipt can be kept without the suspicion of their abusers.
A receipt may be just a receipt, but at the back, it is printed with victim abuse stories, along with the contact information of the organisation.
The cover shows a Bobbi Brown brochure.
Upon opening, it tells that it isn't really a Bobbi Brown brochure.
The book provides information about what abuse is all about, along with tearable name cards to share with other abuse victims.
The last few pages are important details to remember when an abused victim plans to escape the abuse.
This project aims to celebrate and also raise awareness on this real-world issue.
