Design for Good
Client Breakthrough Trust
Brand #AskingForIt Campaign
Agency Codesign Brand Consultants Pvt Ltd
Brief Working towards a campaign on sexual harassment, human rights organization Breakthrough approached us with the powerful idea of addressing the usually apathetic bystander with the cliched justification: She’s asking for it. The multi-channel campaign was planned for multi-lingual roll out across tier 1 & 2 cities in India. Challenges also included rapid implementation by field teams & low budgets.
Moving beyond the traditional role of a ‘mark’ the identity has become an active participant in conversations during campaign activation. It engages with simple symbology & integrated messaging. Consciously simplified guidelines, have ensured that extensions into languages & new colateral across media & locations, have been created by field teams without losing impact at activations since launch.
Through its two avatars the identity expressed both negative & positive usages of the commonly used phrase ‘asking for it’. We designed the identity to talk to bystanders—the design focussed on drawing attention to contextual messaging, giving a voice to the campaign and victims/women. Simple guidelines for identity helped retain the tone and intent, despite differences in execution & media.