Maaate
Award: Graphite Pencil
Graphite Pencil / Digital & Social / Storytelling / 2024
Award: Graphite Pencil
Graphite Pencil / Writing for Advertising / Integrated
Award: Wood Pencil
Wood Pencil / Direct / Integrated
Award: Wood Pencil
Wood Pencil / Entertainment / Integrated
Male violence towards women often starts with words. If unchecked, these words can lead to much worse. But how to stop misogynistic language from their male friends when men witness them?
We gave them one word: Maaate.
A powerful outdoor campaign was crafted, showing how effective Maaate is at stopping misogynistic comments. The headlines used were selected through surveys and discussion groups with women, finding the most commonly used phrases.
Each poster was then painstakingly hand cut from lino. Every cut and scrape reflecting the rawness and horror of these nasty comments.
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