We worked with the National Women’s Council of Ireland (NWCI) on Femfest 2015 as part of their Through The Looking Glass campaign. The aim of the campaign was to explore how young women develop their identities, and foster leadership skills. Central to the campaign was the release of commissioned research on body image amongst young women and a series of workshops. The campaign culminated in FemFest, a conference for young women who took part in the series of workshops over the course of the campaign.
We developed branding and an identity for the campaign, created a graphic system to communicate the results of the commissioned research, provided consultancy on social media management of the campaign, created a series of social media assets, produced a short video, and photographed the FemFest event.
BRANDING AND IDENTITY
We developed the branding and identity for Femfest and the Through The Looking Glass campaign. The campaign was aimed at young women aged 18 – 24, and needed to be fluidly applied across social media. We created a strong identity that would appeal to young women while embracing the feminist strength of the Through The Looking Glass message.
We created a graphic system of characters and icons that challenged existing female stereotypes and relayed the core messages of the Femdest campaign in a playful and provocative manner. The graphics were used to communicate the key findings in the research commissioned by the campaign and to generate strong visuals around female identity and body image.
SOCIAL MEDIA CONSULTANCY
We worked with the NWCI to create a social media strategy for the duration of the campaign. The strategy identified key points within the project and developed systems for reaching out and connecting to the audience via considered blog posts, and the focussed release of social media assets. We created hashtags for the campaign and identified important individual and organisational social media connectors who would champion and spread the messages of the campaign.
SOCIAL MEDIA ASSETS
We designed a series of social media assets for the NWCI to use in rolling out the social media strategy of the campaign. The assets included graphics, animated giffs and vines. Bright, colourful and reflective of the campaign these assets were embraced by the audience and were liked and shared across social media platforms.
Working with the young women taking part in the Through The Looking Glass workshops we produced a short video to communicate the feminist pledge that they had developed during the workshops. The video incorporated the branding of the campaign and was a platform for the young women to express their commitment to the feminist ideals championed by the campaign. The video was released across social media in the lead up to the FemFest event.
The Through The Looking Glass campaign culminated in FemFest, a conference for the young women who took part in the series of workshops run during the campaign. We photographed the event, editing and releasing the images live online on the day. We created a Tumblr page for the live feed of the images, then shared the images from Tumblr across the social media platforms. Key to spreading the images from the event was to link in with the identified online connectors while sharing the images across the social media platforms.
National Women’s Council of Ireland
WHAT WE DID
Branding, Identity, Graphic Design, Photography, Social Content, Video