It’s a simple message but a complex thought—YOU have the power to reduce violence against women and girls. By taking responsibility for the power of your personal thoughts and conversations, you can change the world.

The Situation

The situation

Key insights from our client, the Yukon Women’s Directorate, showed that the cycle of domestic violence stems from a culture of blaming women for violence committed against them, from sexist jokes “innocently” bandied about, and a general willingness to turn a blind eye to violence. Our task? Break down the barriers in mainstream culture that distance many people from the issue of violence against women and girls. The message? A violence-free future begins with you. 

One brand, three audiences

A critical component of our work was to create one brand message that would resonate with three distinct audiences. This is how we broke it down.
 

The regular Yukoner 

The Idea: reflect images of regular folks doing/saying/thinking “regular” things, like laughing at a sexist joke. Then make the connection that these seemingly ordinary thoughts and actions indirectly perpetuate the problem. Small personal changes to the way regular Yukoners think and act will impact women in a big way.

Poster concept
Exterior bus signs

 

Numerous illustrated iterations were employed across a variety of campaign tactics, in both French and English

 

Two aasman illustrators spent ­­a couple afternoons doing on-site drawings of willing participants for the campaign. By publicly connecting their faces to the campaign on Facebook, these regular Yukoners made an implicit commitment, however small, to take pause and consider their own role in the issue of violence against women.   

Participants had the option to use their personal branded illustration as their Facebook profile picture

 

Poster featuring portraits drawn during the campaign

 

Facebook banner image

 

As a warm-up for our youth audience, youth-focused posters with a similar illustrative style were distributed to high schools and pubs

Youth

Youth 

The Idea: build a portable eye-catching booth that would encourage youth to share with one another about relationships—“I wish I could say to him/to her ...”—a safe place to speak out about their personal insecurities, their misconceptions, etc. The direct youth-to-youth style of messaging was an authentic and creative way for the audience to feel truly involved. The anonymity of the writings and the private space of the booth lent courage and encouraged honesty. 

The striking booth, nearly impossible to ignore, travelled to various locations—an open invitation for youth to speak up and speak out

 

The booth format delivered concise, immediate and constantly refreshed messaging—appealing to an audience saturated by media

 

The peer-to-peer nature of the messages drew youth in by nature of their authenticity 
Thoughts, experiences and feelings, shared by youth at the booth, were transposed to poster format

 

The aasman team hands-on in the workshop, building the booth

Single moms

Single moms

The Idea: create a children’s book to open a guided discussion between a mother and her children about violence against women and girls. The book, Only You are You, encourages children to consider their own role in preventing violence against women and girls through their everyday actions. The message? Only you are you. Only you can choose how you do the things you do.

Gallery

Award

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