Pulling the plug on gender stereotypes in the media.
Pulling the plug on gender stereotypes in the media.
Culture Shift is a new initiative by the YWCA that aims to change perspectives on gender inequality and make people more aware of the hypersexualiztion of women and men in the media. But before they could do so, they needed an identity that captured the essence of what they stood for.
We took an iconic symbol that’s traditionally used to differentiate between gender and transformed it into one that unites them.
To help launch the new initiative, we made a t-shirt that was unapologetically unisex, reminding everyone that when we look past gender, we see people for who they really are. The t-shirts were worn by staff during launch events held at YWCAs across the country and sent to members of the press.
Idea
To promote gender equality, we turned a symbol that separates genders into one that unites them.
Launch
To raise awareness of gender inequality, we created a t-shirt that was unapologetically unisex.
End of the line
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