8M Generalitat de Catalunya
Communication campaign
“Cap a una Normalitat Feminista” (Towards a Feminist Normality) is a campaign developed for the 8th of March of 2022 commissioned by Departament d'Igualtat i Feminismes of the Govern de la Generalitat de Catalunya.
Hoping to evoke reflection on what does “normal” mean when you’re a woman, we created a campaign that links to the current moment of society, speaking directly to the women of this day and time. The voice is warm but straightforward and the visuals are simple yet motivating. The goal was to graphically represent what we, as women, are doing in real life: shaping the forms of what we hope to see.
The campaign consisted in four posters and a series of social media pieces portraying some of the values included in the feminist normality, two video scripts and one radio.
Hoping to evoke reflection on what does “normal” mean when you’re a woman, we created a campaign that links to the current moment of society, speaking directly to the women of this day and time. The voice is warm but straightforward and the visuals are simple yet motivating. The goal was to graphically represent what we, as women, are doing in real life: shaping the forms of what we hope to see.
The campaign consisted in four posters and a series of social media pieces portraying some of the values included in the feminist normality, two video scripts and one radio.
We wanted to convey two main messages. First, think again: the normal we aim for must be respectful, equal and free. And second, enthusiasm: It’s “towards” because we’re already on it. We know where to go and we won’t stop until we get our much deserved, very delayed rights.
The voice is warm but straightforward – a proud declaration of the feminist position: “What we call normal must be a lot better. Let’s walk towards a feminist normality”. In order to give it context, we created a multiple structure to portray the values within a Feminist Normality. Three of them can be seen in the campaign posters placed across the city (Violence-Free Normality, Equal Normality and Fair Normality) while others are presented in digital pieces.
Each main value has its own visual translation: strong, solid icons that are bold and simple, but also humanly created. The idea was to graphically represent what we, as women, are doing in real life: shaping the forms of what we hope to see. The colours were chosen due to their meaning in the feminist journey, and worked until reaching an emotional effect with lots of contrast and inspiring energy.
Translations:
A lower salary for the same work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
To be misjudged because you’re a woman is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
To be called “sweety” or “baby” at work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
To be made to feel less of a woman for not having children is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
That feminine hygiene products are not considered essential items is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
Doing all the housework by yourself never having resting, free time is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
Hearing unrequested comments on your body is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
A lower salary for the same work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
To be misjudged because you’re a woman is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
To be called “sweety” or “baby” at work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
To be made to feel less of a woman for not having children is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
That feminine hygiene products are not considered essential items is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
Doing all the housework by yourself never having resting, free time is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
Hearing unrequested comments on your body is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
Client: Departament d'Igualtat i Feminismes, Govern de la Generalitat de Catalunya.
Services: Campaign, Communication, Illustration, Art Direction
Concept: Iasa Monique and Eva Vesikansa | Design and illustration Eva Vesikansa
Copywriting: Iasa Monique | Photography: Agueda peña and Eva Vesikansa
