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Cap a una Normalitat Feminista

“Cap a una Normalitat Feminista” (Towards a Feminist Normality) is a campaign developed for the 8th of March of 2022 and commissioned by the Departament d’Igualtat i Feminismes of the Government of Catalonia.

Hoping to evoke reflection on what “normal” means when you’re a woman, we created a campaign that links to the current moment of society, speaking directly to the women of this day and time. 

The voice is warm but straightforward – a proud declaration of the feminist position: “That which we call normal should be a lot better. Let’s walk towards a feminist normality”.

In order to give it context, we created a multiple structure to portray additional values that live within a Feminist Normality. Three of them can be seen in the campaign posters placed across the city (Violence-Free Normality, Equal Normality and Fair Normality) while others are presented in social media and digital platforms. 

CAMPAIGN 

Role: Conceptualization, Strategy, Copywriting
Client: Generalitat de Catalunya | Departament d’Igualtat i Feminismes
Year: 2022
With: Eva Vesikansa
Overview: 200+ presence in Barcelona’s public spaces | 146k+ views 

💜 #8M #NormalitatFeminista






Each phrase portraying its unique value also has its own visual translation: solid icons that are bold and simple, yet clearly humanly created. The colours were chosen due to their meanings for the feminist journey, and worked until reaching an emotional effect with lots of contrast and inspiring energy. The idea was to graphically represent what we, as women, are doing in real life: shaping the forms of what we hope to see.

The campaign consisted in four posters, a series of social media pieces describing not-normal situations and portraying feminist values, two video scripts and one radio spot.

Watch the video:
Cap a una Normalitat Feminista on Youtube


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Translations:

A lower salary for the same work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.

To be misjudged because you’re a woman is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.

To be called “sweety” or “baby” at work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.

To be made to feel less of a woman for not having children is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.

That feminine hygiene products are not considered essential items is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.

Doing all the housework by yourself never having resting, free time is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.

Hearing unrequested comments on your body is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.

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