Break The Cycle
One Club's Young One's Student Awards is an acclaimed competitive showcase for advertising, digital communication, and design students. The brief for this year was 'Empathy to Equality'. We created a large-scale print campaign supported by a promotional video and animated posters.
Break the cycle was selected as a finalist for the competition and awarded second place in an inter-disciplinary competition by the university.
I collaborated with students from the University of The Arts London to conceptualise and execute a media campaign using bicycles as a metaphor for gender inequality. Break the cycle was submitted for the prestigious Young One's competition in New York.
Marketing Campaign, Print Design, Animation, Video editing
The purpose
Break The Cycle is a campaign highlighting gender inequality by using cycling as a metaphor.
Research and Development
Tackling gender equality as a whole is too baffling a task for a single campaign. Moreover, gender disparity can be found within every aspect of society, so we chose something simple that young students in the UK could relate to. Cycling.
We dived deeper and found that bike frames were built differently for both men and women. Elaborating on this idea, we found that women’s bike frames were typically more expensive. We felt that the reason for this difference was not relevant in today’s society.
As media communication students, we studied the portrayal of cyclists in UK mainstream media and discovered many inequalities in the design and imagery, especially of women.
The solution
Taking this insight forward, we developed a print campaign that highlighted small gender disparities using cycling as a metaphor.
We created a series of impactful posters that visually illustrate gender inequality using simple yet captivating graphics.
In Situations
We targeted the campaign to a wide audience, therefore it was advertised on billboards, bus stops and public transport. Because of the simplicity of the graphics, we felt they could be displayed anywhere and still create the same impact.
Animation & Video Campaign
In connection with the print campaign, we created a couple of playful animations to bring the posters to life.
We also produced a short promotional video clearly showing the difference in male and female frames. The voice-over discusses how this can be related to the bigger picture of gender inequality.
The video aims to elaborate on how a simple object, such as a bike, can metaphorically resemble the inequality existing in contemporary society.
