END CHILD MARRIAGE: Humanitarian Ad
ADVERTISING DESIGN | SPRING 2023
CREATIVE BRIEF
Humanitarian relief efforts are provided for humanitarian purposes, including natural and man-made disasters.
The primary objective of humanitarian aid is to save lives, alleviate suffering, and maintain human dignity. In this assignment, we are trying to create compelling visuals to support and raise awareness around a social / humanitarian cause.
CONCEPT & STRATEGY
Child marriage is alarming and terrifying across the world. This campaign aims to bring awareness and exposure to a sensitive topic without the graphic nature.
Research
This project started with initial research on the facts around child marriage, previous ad campaigns, and inspiration pictures. From those, I was able to narrow down the vision for this final project to a cohesive color palette, illustrative style, and typography. I focused on black, red, and white to symbolize the horror and effects of child marriage and a distressed typeface to roughen up the look of the otherwise rounded icons. There are call to actions on all the posters, social media, and video to encourage the viewer to donate or learn more information.
My main intentions for this final project was to broach a sensitive subject without being graphic or fear inducing. The ad campaign can be shown to a wide audience to grab their attention and help spread the message to end child marriage. It’s impactful and steers the audience to take action.
Facts About Child Marriage
Globally, 1 in 5 women were married before their 18th birthday
650 million girls and women alive today were married as children.
Globally, the total number of girls married in childhood is estimated at 12 million per year.
South Asia is home to the largest number of child brides with more than 40 per cent of the global burden (285 million or 44 percent of the global total), followed by sub-Saharan Africa (115 million or 18 percent of the global total).
Child marriage is currently legal in 43 states (only Delaware, Massachusetts, Minnesota, New Jersey, New York, Pennsylvania, and Rhode Island have set the minimum age at 18 and eliminated all exceptions), and 20 U.S. states do not require any minimum age for marriage, with a parental or judicial waiver. Nearly 300,00 children were married in the U.S. between 2000 and 2018. The vast majority were girls wed to adult men, many much older.
Source: https://www.unicef.org/stories/child-marriage-around-world
Moodboard
Compiling inspiration images for this project focused on a graphic illustrative nature with a heavy emphasis on type. Visual hierarchy and color signaling playing a big part in the subtle message behind the campaign.
Discovery
Initial sketches were done after research was conducted. The concept and strategy was developed to be digestible and fact based bring awareness to the horrors of child marriage. Including statistics and data aims to bring reputability to the campaign. Three mediums included social media content, 15 second broadcast commercial, and print posters.
Concept & Design Development
The main concept and design showcased the true fear and horrors a little girl may face in child marriage utilizing a black, white, and red color palette. It brings an urgency to the viewer to take action against these atrocities. Unicef serves to bring legitimacy to the campaign and a strong and memorable tagline, “Girls Not Brides” is used for easier recognition.
Final Deliverables
Final deliverables push the narrative even further with darker, deeper backgrounds and more urgency. The social media posts are pushed even more to expose the reality of what these children go through. In the end, the campaign is haunting but promotes hope.
Posters
for print production
Social Media Content
set as a carousel and for digital
Video
15 sec commercial for broadcast and digital
Course
COMD 2300
Advertising Design
Term
Spring 2023
Creative Director
Adrika Hoque
Professor
Hoda Ramy