This concept design is a campaign against domestic violence.
The aim is to bring awareness to domestic violence by exposing those under false impressions to the stories and patterns of domestic abuse. This would also serve as a call to action to take a pledge to stop domestic abuse.
My aim is draw people in, I wanted to achieve this by creating a design which compels a viewer to take a closer look rather than shock and repel them with graphic imagery.
I created wallpaper patterns to represent "the pattern" of domestic violence. The patterns were created from true stories of domestic violence, in the survivors own words.
The wallpaper treatment was utilized to connote a domestic setting, bringing viewers in to a home setting. The patterns, colour choices and sizing of the typographic treatment were all design to bring viewers in.
The call to action mark is used to litterally break the pattern apart.
Reading the stories rather than seeing the end result makes the cause one that is more relatable. In turn the empathetic viewer is more likely to answer the call to action, and take the pledge.
The campaign is designed to utilize TTC advertising, on bus stops, inside subway stations and inside the TTC buses and trains, all places where people are typically waiting and more likely to take time to read an advistisment.
