Cook Up Gender Equality
Academic project | Illustrator, Indesign | 2024
The 3-step campaign for International Women's Day, that I have developed as a part of Design for Change course. It focuses on female empowerment through challenging socially accepted gender roles, like cooking, showing examples of women who have made exceptional changes despite living in restraining environments.
This campaign uses purple, which is an official IWD color, as well as pink, which is often associated with femininity, it also includes bold fonts and angular shapes. All of these creative decisions take inspiration from punk subculture and aim to protest the stereotype of femininity only being gentle, fragile and quiet.
Poster
Draft Poster
Final Poster
Bus Stop Mockup
The first step is a poster that juxtaposes a spoon as a metaphor of cooking to an empowering fist, symbolizing feminism. Placed in
shopping centres, public transport stops, and restaurants, it introduces the broad audience into the campaign and advertises the website.
shopping centres, public transport stops, and restaurants, it introduces the broad audience into the campaign and advertises the website.
Booklet
The second step is a booklet that imitates a cookbook, but instead in includes recipes for success of women from different historical periods and areas of specialization. The idea plays with the slang definition of 'to cook=to execute a good idea', implying that the audience can 'cook' just as well as these women. The booklet has a potential for creating multiple editions and including different women depending on the region or age of the audience.
Social Media Flashmob
Template of the post
Instagram post mockup
Example of UGC
Final step of the campaign takes place on social media. The goal is to motivate users to share their personal empowerment stories of overcoming hardships, create supportive environment and inspire users who can be in similar circumstances.