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The Feminist Award

"The simple truth is if you want a more equal society for women and men then you are in fact a feminist.” - Sam Smethers (Chief Executive of Fawcett Society)
According to a survey from the Telegraph, only 7 percent of Britons would call themselves a feminist, however over two-thirds support gender equality. Somewhere down the line, the term feminist has become loaded in negative connotations and has lost its once powerful effect of uniting people. The Fawcett society, a leading feminist charity, has found Britain to be a nation of ‘hidden feminists’. 4 percent of men identifed as feminists whilst 9 percent of women described themselves as ‘the f-word’. Younger women were more likely to call themselves feminist but also most likely to oppose feminism.
The Brief
Create an engaging campaign that helps to reclaim the feminist name to become synonymous with gender equality. Encourage your audience to associate with the term feminist and as a result join and support feminist causes.
Several conclusions came out of the project, exploring each route as far as possible. I created two sets of outcomes, for two different generations of feminists, the most succesful being the social media interaction and advertising of "National Feminist Day" for people still in schools.

Project Tags

  • Branding
  • identity
  • Feminism

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