JUDGE ACTIONS NOT IDENTITIES
Project: Individual
Type: Branding, Website, Print, Packaging
Software: Adobe XD, Illustrator, Photoshop
Brief: A D&AD Google 2023 competition brief to 'create a typographically led campaign that is a call to action, or raises awareness for a chosen subject', using google fonts. I chose to focus on the LGBTQ+ community.
Solution
The aim for this campaign is to educate people on what LGBTQ+ is, with the message to not hold prejudice or judge people for being queer. I decided to focus on the audience of middle class 20 to 40 year olds in Britain who don’t have any previous knowledge about the LGBTQ+ community. Through research I found that the way to get through to people is not to guilt the audience or blame them, as they will get defensive and not listen to the message, but to instead approach them on the same level, as a 'citizen'. To do this I wanted to create a relatable, light-hearted, funny, interactive campaign that had the capability to go viral. My campaign is about judging people for stupid or annoying things, instead of for being queer. People have a ‘common enemy’ (the pet peeve) to bond over, which brings people together, and creates a talking point.
As an extra touchpoint, in order to engage the audience these live digital interactive posters will be displayed in areas of high footfall that the audience would visit, for example: town centres, shopping malls, petrol stations, train stations, underground, bus stops, etc. The audience is able to go to the website, customise their own poster and see it displayed in live time on the interactive posters. Once on the website they will also have access to extra information on the LGBTQ+ community, educating the audience in a non judgemental way.
I made some extra touchpoints for everyday items that the audience would interact or see frequently, which are linked to the original pet peeves in the posters - i.e. putting milk before tea, not turning the lights off, chewing too loud, queue jumping, etc. These everyday places like supermarkets, coffee shops, convenience stores have high footfall thus would lead to greater exposure, furthermore items like the tea bag packaging which have repeated use would serve as a constant reminder to 'judge actions, not identities'.
