illo/posters promoting action against domestic violence
Objective: to create the right message for the right target.
Domestic violence is a very sensitive and difficult subject because it usually means something different to those people who have experienced it as opposed to those who have only heard of it. So, althought the message may be very clear for wide audience, it may easily miss the desired target.
A client will often look at a design problem from only his point of view, not realizing that his target audience (people with different life experiences) might reject the campaign’s messages. The designer and her client need to clearly decide who the campaign’s audience should be. Is the message supposed to enlighten a general audience about the problem? Or is the goal to bring domestic violence victims information about where they can get help? This kind of project requires ability to listening much more than expressing designer’s and sponsor’s ambitions and subjective feelings about the topic.
The chart above illustrates how proposed designs were appealing to diffferent audiences.
As I prepared to create this poster campaign, I found it helpful to consult similar ones in Poland, supported by Amnesty International and ‘Pinezka.pl’.