The UK’s Foreign and Commonwealth Office asked us to develop a global campaign identity to gain support and help end sexual violence. This needed to be simple, direct and compelling for a multi-language audience.
Cutting through the silence
In 2014, Angelina Jolie addressed the Global Summit to End Sexual Violence in Conflict. She stated that it is a myth that rape is an inevitable part of conflict. It affects women, men, girls and boys, destroying lives and damaging communities.
But the world isn’t listening. Crimes go unpunished and victims have little voice or support. We needed to bring the cause to the attention of world leaders – to make victims’ stories heard and persuade leaders to take action. This was the inspiration behind our idea – breaking through the deadly silence to hear the voice of the victims. Their testimonies were stirring and we quoted them directly to ground the campaign in reality. We developed an uncompromising visual style that reflected the impact of their stories. We used powerful illustrations and a stark colour palette of black and red. So, when the graphics were projected on the Colosseum in Rome, they demanded attention.
Changing the course of history
The campaign identity was launched in London at a three-day Summit on Sexual Violence in Conflict. This was the largest ever gathering on the subject, with 1,700 delegates and 123 country delegations, including 79 Ministers. The Summit agreed practical steps to tackle the use of rape as a weapon of war and
to begin to change global attitudes to these crimes. To date, the campaign has generated over 13,000 followers on Twitter and over 18,000 likes on Facebook. More importantly, it has helped to create irreversible momentum
to end sexual violence in conflict.
delegates attended the summit
campaign followers on Twitter
likes on Facebook