GLOBAL FUND FOR WOMEN

DEFENDHER HUMAN RIGHTS CAMPAIGN.

Illustration of woman wearing #DefendHer shirt

Global Fund for Women asked us to create a digital campaign to tell the hidden stories of the incredible women around the world working tirelessly to end violence, advance LGBTQI rights, protect their lands and defend indigenous people in their own communities. Despite the risk of harassment, smear campaigns and physical violence, few people know their names or what they're fighting for. It was time to change that. We developed the campaign positioning, concept, design and named it #DefendHer

We had the privilege of collaborating with María María Acha-Kutscher, a world renowned feminist and visual artist who believes art is a critical form of activism. Her powerful work shows the lives of real women who have shaped our world by advocating for justice and equality. You can learn more by reading Global Fund for Women's Q&A with her. 

Mobile designs of DefendHer campaign messaging

67 million

hashtag impressions, 63k social engagements, 34k page views & 227 media outlets.

What we delivered.

  • Campaign Strategy

    Research

    Personality

    Tone of voice

  • Campaign Voice

    Naming

    Tagline

    Elevator pitch

    Messaging

  • Campaign Identity

    Logo

    Family of fonts

    Color Palette

    Photography style

    Illustration style

    Look & feel

  • Campaign Experience

    Launch campaign

    Social media assets

illustrations of women

See related work.

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