A TAPESTRY OF STORIES THAT CAPTURES THE COMPLEX NARRATIVES OF WOMANHOOD THROUGH THE LENS OF EMOTIONAL THEMES THAT CONTRIBUTE TO CURRENT SOCIETAL ISSUES.
We live in a world where borders are closing and walls are being built; where divisions widen as inequality marches on. In South Africa, women are far from free. Safety is at a harrowing low level, and patriarchal, gender abuse is high and normalized.
There's no commercial opportunity to be had here. As a brand serving women, how could they address such a raw societal issue? Our objective was to give the brand, a credible and authentic entry point into addressing issues as raw and emotional as abuse and rape. This was not about commercial opportunity, this was about contributing to society and depositing value in a meaningful, impactful way.
In a comms world usually defined by brand-first narratives or awash with push-purpose campaigns that fall short, this was about building affinity while delivering contribution and representation. This was about enabling a brand to be a positive change agent.