With #TimesUp and #MeToo, UN Women had come to the harsh realization that they didn’t really represent the voice of everyday Americans. Americans who had grown accustomed to an “out of sight, out of mind” mentality. We were tasked with waking up ‘slacktivists’ and reminding them that UN Women is still the authority when it comes to women’s issues whether it be local or abroad.


Brand Reposition:

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Words are only as strong as the action they elicit. But the echo of empty promises is all too familiar and it’s made us complacent, unable to care about caring anymore. UN Women is here to breathe new life into a movement that’s been marching too long. We will help people find the power to effect change because we believe that with knowledge and the right tools, change is possible. It’s time to come together as communities, governments, and local organizations to shape a new reality.

UN Women is the global authority on gender equality issues and acts on behalf of women across the world to raise the voices of the silenced. We bring the right people together to turn words into actions. To rid the world of violence, poverty, and discrimination. To create an environment in which every woman and girl feels empowered to live up to her full potential.

Words may be loud, but our actions speak louder.


Phase 1:

When addressing gender-based violence in the U.S. we found that one of the biggest problems, was no one knowing it was a problem. The vast majority of Americans assumed it wasn’t that big of a deal here. We also noticed that almost every campaign that had been done to combat domestic violence was a painful exploitation of the victims. Pantone bruises, women beaten bloody, crying. So for UN Women’s 16 Days of Activism against Gender-based Violence we decided to first lead with the facts.


Phase 2: