Sexual violence in conflict 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. The cause needed to be brought to the attention of world leaders, with the hope they would pledge their commitment to take action. 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, and stand out worldwide.
Cutting through the silence
The core idea was to hear the voice of the victims and break through the deadly silence. The testimonies of victims were stirring and quoting them directly helped to ground the campaign in reality. To inspire action, we had to ensure the visual impact of the messages raised the issues whilst resonating with all genders. We developed an uncompromising visual style involving 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.
The campaign identity was launched at a three-day Summit on Sexual Violence in Conflict, in London. This was the largest gathering ever brought together on the subject, with 1,700 delegates and 123 country delegations, including 79 Ministers. The Summit agreed practical steps to tackle impunity for 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