Illustrations by Ignacio Martín
016 – Don´t think about it, call
Awareness-raising institutional campaign against gender-based violence impulsed by the Spanish Government. Concept design and visual development. After analysing past campaigns and research, we focused on emphasising the number to call for help from a close and empathetic position.
We looked at the messages and symbols used so far, the street protests, we listened to the women who suffer violence and heard the professionals that manage the persona cases. We collected the information related to the messages, both graphical and textual: shapes, colours and meaning, concentrating on the communicational spaces
We researched about the concepts and visual elements of the campaigns carried out previously to situate ourselves at a starting point with extensive knowledge
We use symbols to represent an idea perceived by the senses. It presents features linked to a socially accepted convention
Violet is the starting point of colour as it stands for feminism.
We have chosen a palette of colours defined by the central position of this colour within the chromatic ring. It situates between red and blue. The gradient encompasses these three tones.
These colours tell the story depicted in the brand, going through the feelings, from the alert to the tranquillity.
We acknowledge this linear drawing shape for Its freshness, dynamism and simplicity.
The visual elements express the message undoubtedly, in a near and mint mode, spreading the meaning provided by the linear illustrations
We wanted to include terms that positively talk to reinforce openly the act of calling. The claim is structured in two parts:
The universality of the message lies in its graphic strength. The claim and the number are versatile, direct and understandable.
A gesture is as simple as dialling three numbers to request assistance.
