BROKEN BONES
'THE EMPOWERMENT OF MUSIC'. This is my 2020 D&AD New Blood Awards submission. I decided to complete the Google&HMCT brief, bringing a campaign and a chosen song to life using typography. This project pushed my to think outside the box and I'm really happy with the outcome.
THE CAMPAIGN
In 2019, 64,000 men took their own lives due to being the victims of domestic abuse. My campaign 'Broken Bones' aims to raise awareness of the cause in support of male domestic abuse charity ManKind Initiative. I chose to work with Google font Francois One, its bold, strong character style fitted perfectly with my campaign idea - trying to convey the messages of strength and solidarity amongst victims, values which also align well with the chairty.
Using Francois One as a base, I created a bespoke typographic solution which uses emotive lyrics from well known artists, 3D printing the character set, these are then pressed into the body to create a striking headline style used on all campaign touchpoints.
CAMPAIGN ROLL OUT
As part of the campaign, ManKind Intiative will partner up with male centric sporting events, such as football, rugby, cricket and golf. With these events rounding up a large audience, the message of ManKind Initiative would reach far and wide, enhancing the possibility of gaining a larger amount of donations. This concept has been visually explained through ManKind Initiative presenting the FA Cup.
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D&AD New Blood
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