WORLD REFUGEE DAY:
A WOMAN'S PERSPECTIVE
Digital campaign spreading awareness of women refugees' lived experiences across the globe.
ABOUT THE PROJECT
Women refugees face considerable and unique challenges, and in honor of World Refugee Day (WRD), Women for Women International (WfWI) put together a digital campaign to share these stories and highlight just how far we have to go in funding solutions. A guiding principle throughout this project was the importance of humanizing the refugee population without exploiting their suffering for the sake of 'content.' With that in mind, the Communications team and I determined that we should both limit the use of photos of women and children refugees (unless we were specifically sharing their story) and lean into data visualizations to better emphasize how systemic violence and discrimination impacts women refugees.
PROJECT TEAM
Design, Motion Graphics:
Zoe Winton
Copywriting:
Gabby Alvarado
Caroline Mohan
Eliana Reyes
THREE-STEP APPROACH:
1. GRAB ATTENTION
2. BETTER UNDERSTAND
3. AMPLIFY
1. GRAB ATTENTION: ANIMATED GIFS
Capturing people's attention on social media is a constant battle. How do you explain such a complex issue in a single post or two? Well, in order to grab attention I chose to incorporate motion and a bold, contrasting palette.
It was important that these gifs share real statistics, but it was just as important that the audience feel what the data was saying. Utilizing classic animation principles (timing, anticipation, exaggeration) helped elicit an emotional reaction.
2. BETTER UNDERSTAND: INTERACTIVE STORIES
Now that the audience was paying attention, it was time to better educate them of the realities women refugees face by having them interact with IG stories. Techniques used included IG quizzes, "what would you do" scenarios, and links to additional resources.
3. AMPLIFY: SHAREABLE GRAPHICS
This campaign was simply focused on awareness, not strictly fundraising or email sign-ups. In order to achieve greater awareness, the team and I decided to create of package of shareable and printable graphics that could exist both on and beyond social media and continue amplifying the realities that women refugees face.
