The National Women’s Council of Ireland (NWCI) is Ireland’s leading women’s membership organisation seeking equality between men and women. We worked with NWCI on the branding, web design and development of ‘It Stops Now’, an international campaign managed by NWCI that aims to prevent and combat sexual harassment and violence and build a culture of zero tolerance in third level institutions throughout Europe.
What we did:
- Brand Development
- Logo Design
- Brand Guidelines Development
- Graphic Design
- Photography Production
- Web Design & Development
THE PROJECT — The aim of the ‘It Stops Now’ campaign is to raise awareness of the prevalence of gender-based harassment and violence in third level education and to engage both staff and students in combatting all forms of harassment and violence against women students. NWCI lead the campaign with project partners, the Mediterranean Institute of Gender Studies (MIGS) in Cyprus, the Women’s Issues Information Centre (WIIC) in Lithuania, Rape Crisis Scotland (RCS) and the Women’s Equality Commissioner, Ludwig-Maximilian at the University of Munich in Germany. Each project partner worked with higher education institutions, both staff and students; statutory agencies and NGOs focused on combatting sexual violence and harassment against women.
IDENTITY — We worked with the team at NWCI to create a brand identity through digital, print, signage, photography and art direction that would resonate with students and staff at third level institutions around Europe. This branding had to be able to capture people’s attention in busy environments. We wanted to create a fluid identity that could accommodate serious messages and communicate academic research yet be accessible and reflective of women’s lived experience. The goal of the project was to generate awareness but also connect with the third-level community to show them that they have the power to make the change.
VIDEO —We created a video that communicated the messages of the campaign, promoting a zero-tolerance approach to sexual violence and harassment. We developed a concept that showed students as active and empowered participants in an intervention demanding change. The campaign video concept formed the basis of a wider poster and sticker campaign rolled out across European college campuses, inspiring mural interventions in multiple colleges.
WEBSITE — As the campaign is to be rolled out over 3 years, the website requires a three-phase approach with an initial site in place to launch the campaign; a fully developed English language site will go live in 2018, followed by mirror sites in Greek and Lithuanian. The tri-lingual website includes a searchable research and publications archive, and news items organised by language and country. The website will unite the online community and empower them to both recognise and improve the difficulties women face.