Jean Hailes
Open Up Campaign

Jean Hailes is a national nonprofit organization dedicated to improving the knowledge of women’s health and providing health services for women. The goal was to build an abuse prevention and awareness campaign that treats the subject with compassion, fosters community, and encourages communication.

skills
Brand Strategy
Visual Identity
Graphic Illustration
tools
Photoshop
Illustrator
Indesign

Research and Brand Identity

Other campaigns that utilize shock tactics and fear-based approaches are successful in drawing attention and communicating the gravity of the subject. However, because Open Up strives to emphasize empathy and cultivate a welcoming community, brighter colors and illustrative styles were used to create a more approachable visual identity.

Campaign Rationale and Story

Various types of abuse can happen behind closed doors, physically and metaphorically. Violence in the home can be hidden, and emotional or verbal abuse is invisible to the eye – often times, there is no physical evidence. This campaign is a call to open up those doors and the conversation. However, while it is important to start the conversation, it is of equal importance to understand how to approach the subject. The images series features messages that are useful when addressing someone about their experience or potential involvement with abuse.

Connecting Communities

Jean Hailes partnered with local cafes to distribute pins with pocket-sized resources lists on a pay-what-you-want basis. Enamel pins are a convienient size and durable enough to be worn regularly, so they can be used to identify allies and/or people who have resource lists on hand if needed.

Learnings

Both Jean Hailes and local cafes enjoyed the sense of community and compassion that came with involvement on this campaign, and working on this project fueled my drive to take on more social-justice-centered projects. Although the concept and mission behind the campaign was strong, it was difficult to accurately measure reach without digital metrics. Moving forward, I will be exploring ways to measure long-term user participation to discern lasting impacts of the prevention and awareness campaign.
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skills
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
tools
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.