Strategy - Campaign Design - Poster Design - Newsletter Design - Illustration - Copy
Tumaini is a Spain based NGO that works with NGOs in other developing countries and provides them with volunteers to help their people. This particular campaign was developed to help call Volunteers for The Ganga Learning Centre, an NGO located in Varanasi, India. GLC works to help support women from the backward sections of the region. These are the women who have seen very little of life beyond their family. GLC empowers them, teaches them, educates their children and also opens job opportunities for them in industries in the region.
The concept for the design of the concept was that women empowerment is such a positive change. So how do we represent it in a lively, vibrant manner and not go the cliche way of showing the struggles of women. It had to be appealing for a young audience too, to get them to know more and become a volunteer. So we took the idea of some powerful traits of women, represented each of them by a women who has actually the benchmark of that trait and designed the campaign with powerful visuals to celebrate all that women can do, achieve and embrace!
There is so much.
To talk about women empowerment, we took the idea of talking about India-centric women achievements in different fields and identified a powerful trait associated with them. Like, the women- centric Ghoomar dance of Rajasthan signifies Grace in women. As a whole, it says women have so much capability, if they are given a chance and support.
The idea of the campaign revolved around seeking attention of people using vibrant representations and strong messages like these, to encourage them to step forward and bridge the gap between what women can do, and their situation in the backward regions.
Make them shine with your support.
The newsletter covers the whole campaign and could be used to reach out to volunteers to let them know more about GLC.
"We are talking about the capabilities of women. The visual language of the campaign had to represent the same. "
There is Adventure
Abstract elements, inspired by the women and their traits that represent them were used to put the visual messaging together. This one is about the Indian Mountaineer, Bachendri Pal. Her stories are nothing less than true adventure.
Let there be many more Bachendris making us proud.